Effects of Risk Attitude and Time Pressure on the Perceived Risk and Avoidance of Mobile App Advertising among Chinese Generation Z Consumers

Generation Z (Gen Z) consumers require special consideration because they are a distinct demographic, are less receptive to mobile advertising, and have not been thoroughly studied. This study seeks to advance ad avoidance research by creatively examining Gen Zers’ perceived ad risk and ad avoidance...

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Veröffentlicht in:	Sustainability 2023-08, Vol.15 (15), p.11547
Hauptverfasser:	Cao, Ningyan, Isa, Normalisa Md, Perumal, Selvan
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Advertising executives Attitudes Behavior Consumers Generation Z Hypotheses Internet Investigations Marketing research Mobile advertising Mobile applications Perceptions Surveys Sustainability Sustainable development Text messaging Wireless telephone software
Online-Zugang:	Volltext
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