Influencing factors of using behaviour for computational advertising under the theoretical model of UTAUT  

作　　者：Guiting Wang Jiaying Xu Shengliang Lin 

机构地区：[1]School of Journalism and Communication,Huaqiao University,Xiamen,People’s Republic of China [2]School of Journalism and Communication,Jinan University,Guangzhou,People’s Republic of China

出　　处：《Journal of Control and Decision》2023年第1期19-25,共7页控制与决策学报（英文）

摘　　要：Based on the UTAUT theoretical model, this paper discusses the applicability of the model incomputational advertising situations. Computational advertising relies on artificial intelligencetechnologies such as big data, cloud computing, new algorithms, and blockchain. Results showthat: performance expectation, effort expectation, and social impact have a positive influence onthe acceptance intention of computational advertising;stimulus has no significant influence onthe using behaviour of computational advertising;the acceptance intention of computationaladvertising has a positive influence on the using behaviour of computational advertising. Fourpoints should be paid attention to in the future computational advertising: paying attention tothe needs of users and realising accurate advertising;improving efforts and expectations andoptimising user experience;enhancing user interaction and user stickiness;protecting user privacyand improving user satisfaction. The core of computational advertising research in the fieldof humanities and social sciences is not dislocated from the traditional user-centred problemconsciousness.

关 键 词：Theoretical model of UTAUT computational advertising using behaviour performance expectation accurate advertising 

分 类 号：TP39[自动化与计算机技术—计算机应用技术]