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The influence of the propensity to trust on mobile users' attitudes toward in-app advertisements: An extension of the theory of planned behavior.
- Source :
-
Computers in Human Behavior . Nov2017, Vol. 76, p102-111. 10p. - Publication Year :
- 2017
-
Abstract
- In-app advertising is one of the fastest growing areas in social commerce. Building on previous studies of e-commerce and psychological theories, this paper examines a theoretical model that extends the theory of planned behavior to include the propensity to trust and trust as antecedents of mobile users' attitudes toward in-app advertisements. The model was tested with 480 young Chinese mobile users. Results of structural equation modeling indicated that users' propensity to trust affected their trust in in-app advertising, and this in turn affected their attitudes toward in-app advertisements and their intention to watch in-app advertisements. In addition, subjective norm and perceived behavioral control were found to positively predict users' intention to watch in-app advertisements, which in turn affected their behavioral response. Practical implications are provided to increase users' trust and promote favorable attitudes toward in-app advertisements. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 07475632
- Volume :
- 76
- Database :
- Academic Search Index
- Journal :
- Computers in Human Behavior
- Publication Type :
- Academic Journal
- Accession number :
- 125081318
- Full Text :
- https://doi.org/10.1016/j.chb.2017.07.011