江苏农村居民移动广告使用行为影响因素研究  

Study on Influencing Factors of Mobile Advertisement Use Behavior of Rural Residents in Jiangsu Province

作　　者：曹国[1] 陈燕 CAO Guo;CHEN Yan(School of Economics and Management,Changzhou Institute of Technology,Changzhou 213032,China)

机构地区：[1]常州工学院经济与管理学院,常州213032

出　　处：《价值工程》2021年第9期60-62,共3页Value Engineering

基　　金：江苏省社科基金项目“基于函数型数据的江苏农村居民移动商务消费信息挖掘与应用研究”(项目编号:16GLB014)的阶段成果。

摘　　要：移动智能设备的普及化催生了移动广告系统,使得农村居民广告浏览行为发生显著变化。本文以江苏省农村居民移动广告行为偏好为研究对象,探讨移动广告行为偏好影响因素,实证结果表明娱乐性、资讯性、可信性、隐私关注和用户态度对江苏农村居民移动广告实际使用行为具有显著的影响。The popularity of mobile intelligent devices gives birth to mobile advertising system,which makes the rural residents'advertising browsing behavior change significantly.This paper takes the mobile advertising behavior preference of rural residents in Jiangsu Province as the research object to explore the influencing factors of mobile advertising behavior preference.The empirical results show that entertainment,information,credibility,privacy concerns and user attitudes have a significant impact on the actual use of mobile advertising behavior of rural residents in Jiangsu Province.

关 键 词：移动商务 移动广告 农村居民 

分 类 号：TN927.23[电子电信—通信与信息系统]