The purpose of this study is to propose and verify a model predicting behavioral effects of mobile advertising on smartphone users. To do this, the influence of usefulness and enjoyment, which are the user perceptions of mobile advertising that are influenced by credibility, playfulness and ease of use, which are the factors of mobile advertising access motives, on the acceptance intention of advertising was examined on the basis of the Technology Acceptance Model and verified the cause-and-effect relationship regarding the effect of acceptance intention of advertising on word of mouth intention, which is a factor of advertising effects, through the Structural Equation Model. As a result, credibility, which is the acceptance motive of mobile advertising, had a static influence on usefulness; playfulness had a static influence on usefulness and enjoyment; and ease of use had a static influence on enjoyment. Usefulness and enjoyment directly affected the acceptance intention of advertising, and the acceptance intention of advertising had a meaningful influence on word of mouth intention, which is a factor of behavioral effects. This study is significant in terms of preparing a theoretical basis for understanding how smartphone users use mobile advertising and approach word of mouth, and provides practical implications that need to be considered in production of mobile advertising.