• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>International Journal of Interactive Communication Systems and Technologies >Determinants of Response to Intrusive Advertisement on Mobile Applications by Undergraduate Students
【24h】

Determinants of Response to Intrusive Advertisement on Mobile Applications by Undergraduate Students

机译：本科生对移动应用的侵入性广告的决定因素

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

This study investigated motivating and inhibiting (perceived sacrifice, privacy concerns) factors influencing undergraduate students' perceived advertising value and response to intrusive advertisements on mobile applications. Descriptive survey approach and multistage sampling were adopted. Data was collected from 311 four hundred level undergraduate students of University of Ibadan, Nigeria using structure questionnaire. Findings revealed that utilization of contextual information and perceived sacrifice were the strongest determinants of perceived advertising value of intrusive advertisements. Perceived control and privacy concerns were the strongest determinants of both responses to purchase and avoid advertised products. Trust and perceived sacrifice had the strongest influence on response to pass along advertisement to family and friends, while utilization of contextual information significantly determined response to search for more information on the advertised product. The study discusses implications of findings for mobile advertising agencies.
机译：本研究调查了影响本科生在移动应用上的侵入式广告的知识学价值和对侵入性广告的侵扰广告价值的激励和抑制（感知牺牲，隐私问题）因素。采用描述性调查方法和多级抽样。使用结构调查问卷从尼日利亚大学的311四百级本科生收集数据。结果显示，上下文信息的利用和感知牺牲是侵扰广告的感知广告价值最强的决定因素。感知控制和隐私问题是购买和避免广告产品的反应最强的决定因素。信任和感知牺牲对沿着家庭和朋友的广告传递的反应产生了最强的影响，而利用上下文信息的利用显着确定对搜索有关广告产品的更多信息的响应。该研究讨论了对移动广告机构的调查结果对调查结果的影响。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号