The influence of the propensity to trust on mobile users' attitudes toward in-app advertisements: An extension of the theory of planned behavior
(2017)
Journal Article
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
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 prope... Read More about The influence of the propensity to trust on mobile users' attitudes toward in-app advertisements: An extension of the theory of planned behavior.