2017/2018
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*, 2017,76: 102-111
Author(s) | Melissa F.Y. Cheung/
W.M. To |
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Summary | 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. |
* With an impact factor among those of the top 11.85% in Psychology, Multidisciplinary ; top 9.41% in Psychology, Experimental