移动广告接受意愿的影响因素研究——基于大学生移动广告体验的视角

The Influence of Consumer Experiences on the Willingness of Mobile Advertisement Accepting——Based on the Perspective of College Students' Mobile Advertising Experience

以计划行为理论作为理论依据,将感知风险、感知控制、用户信任、广告奖励、社会影响作为变量,建立了一个移动广告接受意愿模型,旨在分析影响用户接受移动广告的关键因素。实证结果发现:感知控制、广告奖励、社会影响对用户意愿有着显著性的正向影响,而用户信任和感知风险对用户意愿的影响并不显著。

Based on the theory of Planned Behavior,survey method was used to study key factors that influence consumers＇ willingness of mobile advertisement accepting. The results showed that the perceived control, social influences and advertis- ing have a significantly positive effect on will of acceptance of the users while impact of the user＇ s trust and perceived risk on users are slight.