Impact of trust and perceived content of advertisement on intention to accept mobile advertisement

A very new issue in current age of marketing is mobile advertisement to which there is a little recognition on its effectiveness. Ignoring users' interests and needs as well as sending huge volume of mobile advertisements leads into wasting advertisement investment. Firms should utilize different strategies to design and send mobile advertisement. The developed model for this study considers affecting factors on intention to accept mobile advertisements by consumers. To test the research model, the data from a sample of 436 mobile users was gathered by judgment sampling method via questionnaire. Data analysis was conducted by structural equation modeling (SEM) in AMOS software. Results indicate that user's trust, entertainment, informativeness and ground determine 54% of changes in attitude toward accepting mobile advertisement. Additionally, trust in the third party has remarkable indirect impact on intention to accept this kind of advertisements.