Abstract
Consumer Innovativeness is considered to be an important factor that influences consumers’ choice of new services. This paper uses technology acceptance model to study the impact of consumer innovativeness on SNS advertising click intention. The research results show that attitude has a significant impact on click intention; Consumer innovativeness significantly affects consumers’ attitude towards SNS advertising through perceived usefulness/ perceived ease of use/perceived enjoyment, thereby significantly affecting the click intention of SNS advertising. This study explores the influence factors of SNS’s click intention from the perspective of user’s emotion, enlarges the application scope of TAM and enriches the existing research results.
Highlights
According to the statistics of the Chinese Statistics Bureau, the scale of Chinese netizens reached 731 million by the end of 2016
The research results show that attitude has a significant impact on click intention; Consumer innovativeness significantly affects consumers’ attitude towards SNS advertising through perceived usefulness/ perceived ease of use/perceived enjoyment, thereby significantly affecting the click intention of SNS advertising
Consumer innovativeness has a significant impact on perceived usefulness, perceived ease of use, and perceived enjoyment, and H1, H2, and H3 are supported
Summary
According to the statistics of the Chinese Statistics Bureau, the scale of Chinese netizens reached 731 million by the end of 2016. SNS applications have a user scale of 670 million, and the use rate is up to 91.1%. SNS has become the most important network application in China [1]. SNS advertising has many natural advantages: SNS advertising is more accurate, and advertising forms are more diverse, and it can achieve real-time interaction with users. In this case, which factors can affect the user’s intention to click on SNS advertising has become an important subject in the academic field
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
