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Moderating Factors Affecting Intention to Access In-App Advertisements

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.