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APP诱导广告设计对用户使用意愿的影响

Effect of APP Induced Advertising Design on Users' Willingness to Use APP

摘要:[目的/意义]互联网通讯的发展为手机APP产品推广营销带来了更加激烈的竞争,诱导广告式营销模式也逐渐被APP厂商所推崇,探究APP诱导广告要素设计对用户使用APP意愿的影响有助于APP厂商选择合适的产品营销模式并扩大下载量与使用量。[方法/过程]基于技术接受模型和感知风险理论,通过调查实验法开发模拟APP诱导广告网页原型,重现用户从点击到下载的全过程,并嵌入问卷调查收集数据,利用结构方程模型方法分析数据。[结果/结论]通过编码和聚类定义了四种APP诱导广告设计因素:必要提醒、提醒清晰程度、安装选项和广告与APP一致性,研究发现:用户对APP诱导广告的感知风险会降低APP使用意愿,对APP诱导广告的满意度会提高用户的APP使用意愿;四种APP诱导广告设计因素会在不同程度提高用户对于APP的使用意愿。

英文摘要:[Purpose/significance]The development of Internet communication has brought more fierce competition for the promotion and marketing of mobile app products, and the induced advertising marketing model has gradually been respected by app manufacturers. Exploring the impact of the design of APP induced advertising elements on users' willingness to use app will help app manufacturers choose an appropriate product marketing model and expand downloads and usage. [Method/process]Based on the technology acceptance model and perceived risk theory, a prototype of simulated app induced advertising web page was developed by experimental method to reproduce the whole process from Click to download, embedded in the questionnaire to collect data, and analyzed the data by structural equation model method. [Results/Conclusion]Four design factors of APP induced advertising are defined through coding and clustering: necessary reminder, clarity of reminder, installation options and consistency between advertising and app. The study found that users' perceived risk of APP induced advertising will reduce app use intention, and users' satisfaction with app induced advertising will improve users' app use intention; Four app induced advertising design factors will improve users' willingness to use app to varying degrees.

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[V1] 2022-07-03 10:49:41 chinaXiv:202207.00003V1 下载全文
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