Modern Economy

Volume 9, Issue 2 (February 2018)

ISSN Print: 2152-7245   ISSN Online: 2152-7261

Google-based Impact Factor: 0.81  Citations  h5-index & Ranking

The Impact of Consumer Innovativeness on the Intention of Clicking on SNS Advertising

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DOI: 10.4236/me.2018.92018    727 Downloads   1,454 Views  Citations


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.

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Shi, Y. (2018) The Impact of Consumer Innovativeness on the Intention of Clicking on SNS Advertising. Modern Economy, 9, 278-285. doi: 10.4236/me.2018.92018.

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