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微博与微信广告接受意愿影响因素对比研究

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摘要 本研究从用户角度入手,运用实证研究方法,以UTAUT模型为基础,对比微博与微信广告的用户接受意愿影响因素,最终分别得到微博与微信广告用户接受意愿影响因素模型。研究发现,社会影响、感知精准性、努力期望和内容绩效期望对微博广告用户接受意愿有显著的正向影响;感知精准性、努力期望、社会影响和亲友关注度对微信广告用户接受意愿有显著的正向影响;广告奖励与感知风险对两个平台的广告用户接受意愿的影响都不显著。
作者 王佳昕
出处 《今传媒》 2017年第12期76-79,共4页 Today's Mass Media
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