The influence of the propensity to trust on mobile users' attitudes toward in-app advertisements: An extension of the theory of planned behavior

Cheung, Millissa; To, W. M.

Abstract

In-app advertising is one of the fastest growing areas in social commerce. Building on previous studies of e-commerce and psychological theories, this paper examines a theoretical model that extends the theory of planned behavior to include the propensity to trust and trust as antecedents of mobile users' attitudes toward in-app advertisements. The model was tested with 480 young Chinese mobile users. Results of structural equation modeling indicated that users' propensity to trust affected their trust in in-app advertising, and this in turn affected their attitudes toward in-app advertisements and their intention to watch in-app advertisements. In addition, subjective norm and perceived behavioral control were found to positively predict users' intention to watch in-app advertisements, which in turn affected their behavioral response. Practical implications are provided to increase users' trust and promote favorable attitudes toward in-app advertisements.

Citation

Cheung, M., & To, W. M. (2017). The influence of the propensity to trust on mobile users' attitudes toward in-app advertisements: An extension of the theory of planned behavior. Computers in Human Behavior, 76, 102-111. https://doi.org/10.1016/j.chb.2017.07.011

• Journal Article Type: Article
• Acceptance Date: Jul 9, 2017
• Online Publication Date: Jul 12, 2017
• Publication Date: 2017-11
• Deposit Date: Feb 7, 2023
• Journal: Computers in Human Behavior
• Print ISSN: 0747-5632
• Publisher: Elsevier
• Peer Reviewed: Peer Reviewed
• Volume: 76
• Pages: 102-111
• DOI: https://doi.org/10.1016/j.chb.2017.07.011