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Aldás-Manzano, J., Ruiz-Mafé, C. and Sanz-Blas, S. (2009) Exploring Individual Personality Factors as Drivers of M-Shopping Acceptance. Industrial Management & Data Systems, 109, 739-757.
https://doi.org/10.1108/02635570910968018

has been cited by the following article:

• TITLE: The Impact of Consumer Innovativeness on the Intention of Clicking on SNS Advertising

  AUTHORS: Yingren Shi

  KEYWORDS: Consumer Innovativeness, SNS Advertising, TAM

  JOURNAL NAME: Modern Economy, Vol.9 No.2, February 12, 2018

  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 consumers’ attitude towards SNS advertising through perceived usefulness/ 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.