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Antecedents to Consumers' Acceptance of Mobile Advertisements - A Hierarchical Construct PLS Structural Equation Model.
Risto Rajala
Mika Westerlund
Published in:
HICSS (2010)
Keyphrases
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structural equation models
causal effects
mobile devices
partial least squares
search advertising
mobile learning
mobile phone
causal models
online discussion
decision making
learning activities
decision problems
causal relations