Exploring determinants of consumers' attitudes toward real-time bidding (RTB) advertising.
Sixuan ZhangRobin L. WakefieldJinsong HuangXi LiPublished in: Inf. Technol. People (2021)
Keyphrases
- attitudes toward
- statistically significant
- display advertising
- computer technology
- high school
- perceived usefulness
- college students
- computer usage
- consumer behavior
- gender differences
- computer assisted language learning
- electronic word of mouth
- academic achievement
- learning styles
- user acceptance
- e learning
- online shopping
- positive attitude
- web based instruction
- sponsored search auctions
- information technology