원문정보
초록
영어
In-app advertisement is a fast-growing trend in mobile advertising, where user acceptance of ads is facilitated by the fact that users have voluntarily downloaded the app through which the ad is served. However, research in this ad category is limited. This study applies an extended version of the theory of planned behavior. Analysis results from 412 young mobile users in Vietnam using structural equation modeling showed that while localization and perceived enjoyment affected user intention to watch in-app ads as expected, perceived behavioral control and trust did not. Such results may be due to embedding the ads to applications, confusing users’ behavioral intentions. The results underline the need for more future research in the area. In practical terms, companies should improve localization and entertainment aspects of ads to create more relevant and engaging advertisements.
목차
1. Introduction
2. Theoretical Background and Hypotheses
2.1 Overview of in-app Advertisements
2.2 Characteristics of in-App Advertisements, User Personality and User Attitude
2.3 Trust (TRU)
2.4 Theory of Planned Behavior (TPB)
2.5 Research Model
3. Methodology
3.1 Development of the Survey Instrument
3.2 Data Collection and Sample Characteristics
4. Data Analysis
4.1 Common Method and Non-Response Bias
4.2 Data Analysis Methods
5. Results
5.1 Discriminant Validity
5.2 Reliability and Validity of Constructs
5.3 Structural Model and Hypotheses Test
6. Discussion
7. Conclusion and Recommendations
References