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Research on the Influence Mechanism of College Students' Acceptance of In-App Advertisements in Mobile Applications - Based on the Planned Behavior Theory Framework

Author(s)

Menghan Xue

Affiliation(s)

School of Journalism and Communication, Southwest University, Chongqing, China

Abstract

This study, based on the extended Theory of Planned Behavior (TPB) framework, explores the key factors influencing the acceptance of in-app advertising among college students through more than 2,100 college student samples across the country. Structural equation models and multiple regression analysis showed that behavioral attitudes, subjective norms, perceived behavioral control, and utility expectations had a significantly positive impact on acceptance (β=0.356, 0.581, 0.632, 0.844), while perceived risk had a significantly negative impact (β=-0.632). The study further found that the high perception control group had a 27% higher acceptance probability of advertisements, and tool-type APP users had a significantly higher acceptance of reward advertisements than social APP users (p<0.01). The study provides a theoretical basis for optimizing mobile advertising strategies and suggests that developers balance advertising utility with user experience.

Keywords

In-App Advertising; Acceptance; Theory of Planned Behavior; Perceived Risk; College Student Group

References

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