Antecedents to Consumers Acceptance of Mobile Advertisements - A Hierarchical Construct PLS Structural Equation Model

Risto Rajala, Mika Westerlund. Antecedents to Consumers Acceptance of Mobile Advertisements - A Hierarchical Construct PLS Structural Equation Model. In 43rd Hawaii International International Conference on Systems Science (HICSS-43 2010), Proceedings, 5-8 January 2010, Koloa, Kauai, HI, USA. pages 1-10, IEEE Computer Society, 2010. [doi]

Abstract

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