Research on influencing factors of advertising trust in mobile Internet environment
Abstract
continuous expansion of the scale of Chinese mobile Internet advertising users, the trust relationship between advertising and users is the
core content of advertising trust in the digital era. It is the key to explore the infl uencing factors and mechanisms of user advertising trust.
This study uses the theory of social trust generation mechanism, the theory of trust propensity, the model of persuasion knowledge and the
theory of planned behavior to explore the situation of users’ advertising trust, the factors aff ecting their trust, and the correlation between
advertising trust and users’ behavioral responses.
Keywords
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DOI: http://dx.doi.org/10.18686/modern-management-forum.v7i11.11442
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