TITLE:
The Impact of Consumer Innovativeness on the Intention of Clicking on SNS Advertising
AUTHORS:
Yingren Shi
KEYWORDS:
Consumer Innovativeness, SNS Advertising, TAM
JOURNAL NAME:
Modern Economy,
Vol.9 No.2,
February
12,
2018
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.