The Effect of Native Advertising on User’s Behavioral Intention: Based on the Technology Acceptance Model

Sijia Wang, Lin Bai

2022

Abstract

With the popularity of mobile applications, marketers invented a new form of internet advertisements to promote products and services: native advertisements. This study aims to figure out what are the key factors that affect user’s acceptance of native advertisements through empirical research methods. Therefore, a model of user responses to native advertisements is constructed based on the technology acceptance model. With native advertisements on Zhihu (a Chinese question-and-answer website) as the object of research, we performed a survey on the Internet. After collecting the questionnaires of 232 users, the structural equation method was applied to analyse the data. The results of the study showed that: user’s perceived usefulness and perceived pleasure have a positive impact on the user’s behavioural intentions. User’s perceived disturbing has a negative influence on user’s behavioural intentions. Among these, perceived usefulness is an important factor that affects users’ behavioural intentions. In addition, user’s perceived ease of use positively affects user’s perceived usefulness. User’s behavioural intention positively affects user’s behaviour.

Paper Citation

in Harvard Style

Wang S. and Bai L. (2022). The Effect of Native Advertising on User’s Behavioral Intention: Based on the Technology Acceptance Model. In Proceedings of the International Conference on Big Data Economy and Digital Management - Volume 1: BDEDM, ISBN 978-989-758-593-7, pages 313-317. DOI: 10.5220/0011175300003440

in Bibtex Style

@conference{bdedm22,
author={Sijia Wang and Lin Bai},
title={The Effect of Native Advertising on User’s Behavioral Intention: Based on the Technology Acceptance Model},
booktitle={Proceedings of the International Conference on Big Data Economy and Digital Management - Volume 1: BDEDM,},
year={2022},
pages={313-317},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011175300003440},
isbn={978-989-758-593-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the International Conference on Big Data Economy and Digital Management - Volume 1: BDEDM,
TI - The Effect of Native Advertising on User’s Behavioral Intention: Based on the Technology Acceptance Model
SN - 978-989-758-593-7
AU - Wang S.
AU - Bai L.
PY - 2022
SP - 313
EP - 317
DO - 10.5220/0011175300003440