The Impact of Consumer Innovativeness on the Intention of Clicking on SNS Advertising - Modern Economy

ME > Vol.9 No.2, February 2018

Modern Economy

Volume 9, Issue 2 (February 2018)

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

Google-based Impact Factor: 0.96 Citations

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

HTML XML

Download as PDF (Size: 377KB) PP. 278-285

DOI: 10.4236/me.2018.92018 1,487 Downloads 3,837 Views Citations

Author(s)

Yingren Shi

Affiliation(s)

School of Business Administration, South China University of Technology, Guangzhou, China.

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.

KEYWORDS

Consumer Innovativeness, SNS Advertising, TAM

Share and Cite:

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.

Cited by

[1]	Exploring the dynamics of consumer engagement in social media influencer marketing: from the self-determination theory perspective
	Humanities and Social Sciences Communications, 2024

[2]	The impact of visual elements in e-newsletters on customer online purchase intention
	2024

[3]	An Empirical Research: Incorporation of User Innovativeness into TAM and UTAUT in Adopting a Golf App
	Sustainability, 2023

[4]	The moderating effect of green advertising on the relationship between gamification and sustainable consumption behavior: A case study of the Ant Forest social …
	Sustainability, 2023

[5]	Exploring the Consumer Acceptance of Nano Clothing Using a PLS-SEM Analysis
	Călin, E Druică - Stats, 2023

[6]	혁신성향, 즐거움, 몰입이 메타버스 이용에 미치는 영향
	한국광고홍보학보, 2023

[7]	Analysis of Netflix New Policy to Intention to Subscribe after Bubble Burst Phenomenon
	… on Computer Science …, 2023

[8]	Investigating The Effect of Consumer Innovativeness and Green Brand On Purchase Intention with The Mediating Role of Consumer Attitude (Case Study: Ardabil …
	Consumer Behavior Studies …, 2023

[9]	The Moderating Effect of Green Advertising on the Relationship between Gamification and Sustainable Consumption Behavior: A Case Study of the Ant Forest …
	Sustainability, 2023

[10]	بررسی اثر نوگرایی مصرفکننده و برند سبز بر قصد خرید با نقش میانجی نگرش مصرفکننده) موردمطالعه: فروشگاههای زنجیرهای شهر اردبیل (.‎
	… Behavior Studies Journal …, 2023

[11]	بررسی اثر نوگرایی مصرف‌کننده و برند سبز بر قصد خرید با نقش میانجی نگرش مصرف‌کننده (موردمطالعه: فروشگاه‌های زنجیره‌ای شهر اردبیل)‎
	مطالعات رفتار مصرف‌کننده, 2023

[12]	An Integrated Study of User Acceptance and Resistance on Voice Commerce
	International Journal of Innovation and …, 2022

[13]	The impact of personalized advertising on intention to purchase goods in online stores
	2022

[14]	Solving e-learning adoption intention puzzles among private universities in Nigeria: an empirical approach
	2021

[15]	Consumer attitude of'Y'generation towards mobile advertising in Kuala Lumpur, Malaysia
	2021

[16]	Teknolojik İnovasyona Yönelik Uyumda Tüketici Yenilikçiliğinin Rolü: Algılanan Değerin Aracı Etkisi
	2021

[17]	Predictive Factors of Attitude Towards Online Disruptive Advertising
	2020

[18]	Strategies for Business Sustainability in a Collaborative Economy
	2020

[19]	使用者對行動裝置健康體能管理應用程式之接受程度與持續使用行為意向
	2019

[20]	Tüketici Yenilikçiliğinin Görsel Haritalama Tekniğiyle Bibliyometrik Analizi
	2019

[21]	Teknolojik inovasyona yönelik uyumda tüketici yenilikçiliğinin rolü


[22]	Araştırma Makalesi

Journals Menu

Follow SCIRP

	customer@scirp.org
	+86 18163351462(WhatsApp)
	1655362766

	Paper Publishing WeChat

Journals Menu

Home

About SCIRP

Service

Policies