Predicting user response to sponsored advertising on social media via the technology acceptance model

作者：

Highlights：

• Privacy and intrusiveness concerns predict perceived usefulness of sponsored ads.

• Privacy and intrusiveness concerns affect attitudes toward sponsored ads.

• Privacy concerns influence product purchase intentions in relation to sponsored ads.

• TAM is a valid framework for studying sponsored advertising adoption via Facebook.

摘要

•Privacy and intrusiveness concerns predict perceived usefulness of sponsored ads.•Privacy and intrusiveness concerns affect attitudes toward sponsored ads.•Privacy concerns influence product purchase intentions in relation to sponsored ads.•TAM is a valid framework for studying sponsored advertising adoption via Facebook.

论文关键词：Consumer attitude,Facebook sponsor advertising,Intrusiveness concerns,Privacy concerns,Purchase intent,Technology acceptance model

论文评审过程：Received 8 November 2015, Revised 26 June 2016, Accepted 22 July 2016, Available online 3 August 2016, Version of Record 3 August 2016.

论文官网地址：https://doi.org/10.1016/j.chb.2016.07.027