基于TAM移动广告用户使用动机影响因素研究

肖 爽
江汉大学商学院

摘要

用户如果认为移动广告能够提高其购物效率或提供有价值的信息，那么其接受意愿将大幅提升，因此研究用户的移动广告的使用动机非常重要，本文研究了基于TAM的移动广告用户使用动机的影响因素，并提出了相关假设， 构建了基于TAM移动广告用户使用动机影响因素模型，并确定了未来的研究方向。

关键词

移动广告；用户使用动机；TAM；使用态度

参考

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