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.
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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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