The Impact of Consumer Innovativeness on the Intention of Clicking on SNS Advertising
- 1 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 con sumers ’ attitude towards SNS advertising through perceived usefu lness/ 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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