What is it about?
We propose the propensity to trust and trust as antecedents of mobile users' attitudes toward in-app advertisements. Using responses from 480 young Chinese mobile users, we confirmed that users' propensity to trust affected their trust in in-app advertising, which in turn affected their attitudes toward in-app advertisements and their intention to watch the ad.
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Why is it important?
In-app advertising is one of the fastest growing areas in social commerce. The findings of the study are useful to organizations in understanding how to make use of in-app advertisements.
Perspectives
Human behavior is shaped by their own psychological feelings and environmental influences. Again, this paper applies the theory of planned behavior to social commerce.
Professor W.M. To
Macao Polytechnic University
Read the Original
This page is a summary of: The influence of the propensity to trust on mobile users' attitudes toward in-app advertisements: An extension of the theory of planned behavior, Computers in Human Behavior, November 2017, Elsevier,
DOI: 10.1016/j.chb.2017.07.011.
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