Consumers’ Attitudes towards Online Advertising: A Model of Personalization, Informativeness, Privacy Concern and Flow Experience

Li, Zhenjiang; Zhang, Xiaosan; Lin, Yabin; Yuan, Zhenghui; Peng, Zengjun

doi:10.3390/su15054090

Cited by 7 publications

(2 citation statements)

References 41 publications

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“…This reduces students' search time and efforts to prepare any content. The positive association between PI and AT is consistent with the findings of Mo et al (2023), who affirmed that PI is an influential antecedent of AT in the context of technology adoption. The relationship between AT and IU is also supported, illustrating that AT has the most significant impact (β = 0.83) on IU in the context of ChatGPT.…”

Section: Discussionsupporting

confidence: 88%

Examining students’ intention to use ChatGPT: Does trust matter?

Rahman,

Sabbir,

Zhang

et al. 2023

AJET

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Little knowledge is available on students’ attitudes and behavioural intentions towards using ChatGPT, a breakthrough innovation in recent times. This study bridges this gap by adding two relevant less-explored constructs (i.e., perceived enjoyment and perceived informativeness) to the technology acceptance model and illustrating the moderating effect of trust on the acceptance of ChatGPT. Data was collected from 344 private and public university students from Bangladesh, with the analysis done through structural equation modelling. The results highlight the significance of perceived usefulness, perceived ease of use and perceived informativeness in understanding students’ attitudes towards using ChatGPT for learning, which subsequently predicts their behavioural intention to use it. Interestingly, students’ level of enjoyment was triggered once the trust issue came into play, meaning perceived enjoyment had no substantial impact on attitude unless trust moderates the relationship between perceived enjoyment and attitude towards using ChatGPT. Implications for practice or policy Scholars can get first-hand insights into perceived enjoyment and perceived informativeness with perceived usefulness and perceived ease of use in the context of ChatGPT and education. Practitioners and educators can comprehensively understand the antecedents affecting students’ attitudes in line with their behavioural intention towards ChatGPT. Policymakers can design viable strategies to promote the ethical and sustainable usage of ChatGPT in education.

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Section: Discussionsupporting

confidence: 88%

Examining students’ intention to use ChatGPT: Does trust matter?

Rahman,

Sabbir,

Zhang

et al. 2023

AJET

View full text Add to dashboard Cite

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“…Prior research has revealed that perceived professional knowledge and similarity among interpersonal interaction factors positively influence the flow experience, ultimately shaping consumers' purchase intentions [9] . As personalization has become more prevalent, it has been found that the personalization of online advertisements has an impact on consumers' attitudes toward the advertisements, which is also mediated by the flow experience [18] . In mobile shopping, consumers' immersive state will further promote their impulsive purchase intention [19] .…”

Section: The Mediating Role Of the Flow Experiencementioning

confidence: 99%

Research on the influencing factors of human computer interaction on consumers' impulsive mobile shopping intention

Du,

Wang,

2024

Proceedings of the 5th International Conference on E-Commerce and Internet Technology, ECIT 2024, March 15–17, 2024, Changsha,

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Artificial intelligence technology and big data are widely used in mobile shopping, and the impact of human-computer interaction on consumer behavior has also received widespread attention from scholars. This study is based on the SOR(stimuliorganism-response) theory and proposes a theoretical model of human-computer interaction influencing consumers' impulsive mobile shopping intention, and conducts a questionnaire survey and empirical study on 279 mobile shopping consumers. The study finds that perceived personalization, perceived responsiveness, and perceived enjoyment have a positive effect on flow experience and consumers' impulsive mobile shopping intention; flow experience plays a mediating role in the relationship between perceived personalization, perceived responsiveness, perceived enjoyment and consumers' impulsive mobile shopping intention; and the mediating effect between perceived personalization, perceived responsiveness, perceived enjoyment and consumers' impulsive mobile shopping intention is still significant under the moderation of psychological resistance.

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