Moderating Factors Affecting Intention to Access In-App Advertisements

摘要: Role of moderator in research is significant. Many researchers consider moderator in terms of control factors or constants; however, moderator can significantly increase value of research model. In this article, a review is made of recent literature to identify potential moderators for in-app advertisements adoption models. In-app advertisements is an evolving technology which is spreading at varying speed across the globe. There is scope of research in this field. Recent research articles are reviewed to identify potential moderators. Their proposed relationships in various scenarios are presented. At the end of the review, relevant moderators for in-app advertisement adoption models are presented with examples how researchers can find relevant moderators in a scenario.