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DUAN Gang. Empirical Studies of Influence Factors of User’s Click Intention of Phone APP Ads Based on UTAUT Theory[J]. Journal of University of Electronic Science and Technology of China(SOCIAL SCIENCES EDITION), 2014, 16(3).
Citation: DUAN Gang. Empirical Studies of Influence Factors of User’s Click Intention of Phone APP Ads Based on UTAUT Theory[J]. Journal of University of Electronic Science and Technology of China(SOCIAL SCIENCES EDITION), 2014, 16(3).
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Empirical Studies of Influence Factors of User’s Click Intention of Phone APP Ads Based on UTAUT Theory

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  • Based on the theoretical model of UTAUT, the paper probes into users’ adopting intentions of phone APP ads based on the main model built by consultation and pre-survey, discusses the influence factors of user’s click willingness of phone APP ads, and finally explains all the analysis results and gives suggestions on the future development..
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