Dr. CHEUNG Fung Yi, MillissaMillissaDr. CHEUNG Fung YiTo, W. M.W. M.To2017-11-112017-11-112017Computers in Human Behavior, Nov 2017, vol. 76, pp. 102-111.0747-56321873-7692http://hdl.handle.net/20.500.11861/4601In-app advertising is one of the fastest growing areas in social commerce. Building on previous studies of e-commerce and psychological theories, this paper examines a theoretical model that extends the theory of planned behavior to include the propensity to trust and trust as antecedents of mobile users' attitudes toward in-app advertisements. The model was tested with 480 young Chinese mobile users. Results of structural equation modeling indicated that users' propensity to trust affected their trust in in-app advertising, and this in turn affected their attitudes toward in-app advertisements and their intention to watch in-app advertisements. In addition, subjective norm and perceived behavioral control were found to positively predict users' intention to watch in-app advertisements, which in turn affected their behavioral response. Practical implications are provided to increase users' trust and promote favorable attitudes toward in-app advertisements.enIn-App AdvertisingPropensity To TrustTrustTheory of Planned BehaviorMobile User's Behavioral ResponseSocial CommercePeer Reviewed Journal Article10.1016/j.chb.2017.07.011