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

作者：

Highlights：

• Propensity to trust influences trust.

• Trust is an antecedent of mobile users' attitudes toward in-app ad.

• Attitudes, norm, and perceived behavioral affect intention to watch in-app ad.

• Trust affects mobile users' behavioral response.

• The extended theory of planned behavior explains users' intention to watch in-app ad.

摘要

•Propensity to trust influences trust.•Trust is an antecedent of mobile users' attitudes toward in-app ad.•Attitudes, norm, and perceived behavioral affect intention to watch in-app ad.•Trust affects mobile users' behavioral response.•The extended theory of planned behavior explains users' intention to watch in-app ad.

论文关键词：In-app advertising,Propensity to trust,Trust,Theory of planned behavior,Mobile user's behavioral response,Social commerce

论文评审过程：Received 13 February 2017, Revised 27 April 2017, Accepted 9 July 2017, Available online 12 July 2017, Version of Record 15 July 2017.

论文官网地址：https://doi.org/10.1016/j.chb.2017.07.011