Exploring the Factors Affecting the Intention to Transfer Information: An Extended TPB Model

• Main Authors: Hsu, Pao-Hsin, 許寶心
• Other Authors: Chang, Yung-Chi
• Format: Others
• Language: en_US
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/n9m736

碩士 === 南臺科技大學 === 商管專業學院 === 105 === ABSTRACT Nowadays, mobile ads in the mobile apps are the most popular object on advertising for the advertiser, it replaces traditional mobile web browser. There is a simple reason that causes this transition, people spend most of the time with mobile devices, using apps, not browsing as they used to, especially as Asian market. The purpose of this research is to explore the cognitions of advertising value and the trust of information source affect the information sharing intention for social app users. For the value of research, this research considers that advertising as commercial information, and this research adopted the Theory of Planned Behavior (TPB) model to examine information sharing intention for social app users and also using the 4 target ( Informativeness, Entertainment, Irritation, Credibility) of advertising cognitions and the trust of the 3 information source group (Official Website, Family, Friends) to discuss the possibility of information sharing intention. The questionnaire has collected 121 responses. Answering choices are coded as 5 points of Likert-scale ranging from 1 Strong Disagree to 5 Strong Agree. The analysis has used two statistics software including Statistical Package for Social Science (SPSS version 20.0) and SmartPLS 2.0.M3. As the result show, the trust of information has positive effect on attitude, perceived behavioral control and indirect effect on information sharing intention. And also, the trust of information sharing is more important than the cognitions of advertising value.