摘要
随着移动互联网的快速发展，移动广告已成为企业营销的重要手段，但用户对移动广告的接受度和行为响应存在显著差异，这为广告效果优化带来了挑战。本研究旨在探讨影响用户接受移动广告的关键因素及其对行为响应的作用机制，以期为企业提供更具针对性的策略建议。研究基于技术接受模型（TAM）与计划行为理论（TPB），引入感知娱乐性、隐私顾虑等变量，构建了综合理论框架，并通过问卷调查收集数据，运用结构方程模型（SEM）进行分析。结果显示，感知有用性和感知娱乐性显著正向影响用户态度，而隐私顾虑则对其产生负向作用；此外，主观规范在行为意图形成中发挥了重要作用。本研究的创新点在于将娱乐性和隐私顾虑纳入传统模型，揭示了移动广告情境下的独特影响机制，同时验证了模型在不同广告形式间的适用性。研究结论不仅丰富了移动广告领域的理论体系，还为企业设计更符合用户需求的广告内容提供了实践指导，有助于提升广告投放效果与用户体验平衡。
关键词：移动广告；用户接受度；感知娱乐性；隐私顾虑；行为响应机制
Abstract
With the rapid development of mobile internet, mobile advertising has become an essential marketing tool for enterprises. However, there are significant differences in users' acceptance and behavioral responses to mobile advertisements, posing challenges for optimizing advertising effectiveness. This study aims to explore the key factors influencing users' acceptance of mobile advertising and their mechanisms of action on behavioral responses, thereby providing more targeted strategic recommendations for enterprises. Based on the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), this research incorporates variables such as perceived enjoyment and privacy concerns to construct an integrated theoretical fr amework. Data were collected through a questionnaire survey and analyzed using Structural Equation Modeling (SEM). The results indicate that perceived usefulness and perceived enjoyment significantly and positively influence user attitudes, whereas privacy concerns exert a negative effect. Additionally, subjective norms play a crucial role in the formation of behavioral intentions. The novelty of this study lies in integrating perceived enjoyment and privacy concerns into traditional models, revealing unique influencing mechanisms in the context of mobile advertising, and validating the model's applicability across different advertising formats. The findings not only enrich the theoretical fr amework of mobile advertising but also offer practical guidance for enterprises in designing advertising content that better meets user needs, thereby enhancing the balance between advertising effectiveness and user experience.
Keywords：Mobile Advertising; User Acceptance; Perceived Entertainment; Privacy Concerns; Behavioral Response Mechanism
目 录
摘要 I
Abstract II
一、绪论 1
(一) 移动广告研究背景与意义 1
(二) 用户接受度与行为响应的研究现状 1
(三) 本文研究方法与技术路线 1
二、用户接受度的影响因素分析 2
(一) 移动广告的感知有用性研究 2
(二) 广告内容的相关性与吸引力 3
(三) 用户隐私与信任对接受度的影响 3
三、行为响应的驱动机制探讨 4
(一) 用户参与广告互动的动机分析 4
(二) 广告形式对行为响应的作用 4
(三) 情境因素对行为响应的影响 5
四、接受度与行为响应的关系模型构建 5
(一) 理论框架的设计与验证 6
(二) 数据收集与实证分析方法 6
(三) 关系模型的结果与讨论 7
结 论 8
参考文献 9
