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http://dx.doi.org/10.14400/JDC.2018.16.3.169

The Effects of User Experience on Facebook Acceptance Behavior and Advertising Acceptance Behavior  

Chang, Sungbok (Display Research Institute, The Incheon Catholic University)
Youm, Dongsup (Dept. of Advertising & Public Relations & Communication, The Mokwon University)
Publication Information
Journal of Digital Convergence / v.16, no.3, 2018 , pp. 169-179 More about this Journal
Abstract
This study aimed to investigate the effects of user experience on Facebook acceptance behavior and advertising acceptance behavior. For the study, a survey was conducted among 367 male and female college students who use Facebook. In the results, first, functionality, usability, and pleasurable had positive effects on Facebook attitude, usability and pleasurable on flow, and reliability, usability, and pleasurable on the intent for continuous use. Second, functionality had a negative effect on advertising invasiveness while pleasurable had a positive effect on advertising attitude and no significant effect on advertising avoidance. The findings in this study provide basic data that can be used by various companies that use Facebook and advertising on Facebook for developing marketing strategy. In addition, future studies are expected on considering various variables related to user experience.
Keywords
Facebook; User Experience; Facebook Acceptance Behavior; Advertising Acceptance Behavior; Audience Effect;
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Times Cited By KSCI : 6  (Citation Analysis)
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