摘要
以TAM为理论基础,研究影响我国消费者接受网络视频广告的关键因素,并采用结构方程的方法对回收的400份有效问卷进行模型检验。结果显示:感知有用性、感知易用性、感知风险和主观规范都对消费者的态度具有显著影响。对网络视频广告的发展提出了建议。
With TAM as the theoretical foundation,this paper studies key factors that influences Chinese consumers' acceptance of internet video advertisements,and applies structural equation method to the model testing of 400 effective questionnaires.The results show that perceived usefulness,perceived ease of use,perceived risk and subjective norms all have significant influences on the attitudes of consumers.Finally,some suggestions are put forward for the development of internet video advertisements.
作者
何雯
HE Wen(School of Literature and Media,Chuzhou College,Chuzhou,Anhui,239000,China)
出处
《西安石油大学学报（社会科学版）》
2019年第3期47-51,共5页
Journal of Xi’an Shiyou University:Social Science Edition
关键词
网络视频广告
感知有用性
感知易用性
感知风险
主观规范
internet video advertisements
perceived usefulness
perceived ease of use
perceived risk
subjective norms
