移动广告感知价值对用户移动购物意愿的影响研究

来源 :香港城市大学,西安交通大学,南卡罗来纳大学 | 被引量 : 0次 | 上传用户：sodoil

【摘要】

：

本文从感知价值角度,以移动广告中比较常见的短信息服务(SMS)广告为研究对象,结合价值接受模型和使用与满足理论,探究SMS广告感知价值的影响因素及其对用户移动购物意愿的影响过程,并通过问卷调查法和结构方程模型进行了实证检验.研究结果显示信息娱乐性、产品涉入度和自我效能感对感知价值具有正向影响,刺激性对感知价值具有负向影响,态度中介了感知价值对用户移动购物意愿的影响.这一结果的理论和实践意义也在文中

【作者】

：

林红焱陈占葵

【机构】

：

厦门理工学院商学院,厦门

【出处】

：

香港城市大学,西安交通大学,南卡罗来纳大学

【发表日期】

：

2015年4期

【关键词】

：

移动广告短信息服务感知价值购物意愿信息娱乐性产品涉入度自我效能感刺激性

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移动广告感知价值对用户移动购物意愿的影响研究

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