{"title":"Unlocking the Impact of User Experience on AI-Powered Mobile Advertising Engagement","authors":"Yanqing Xia, Zijian Liu, Siqin Wang, Chenxi Huang, Wenqiang Zhao","doi":"10.1007/s13132-024-02153-y","DOIUrl":null,"url":null,"abstract":"<p>This study ventures into the burgeoning domain of artificial intelligence (AI)–powered advertising within mobile applications, addressing the critical gap in understanding how user experiences influence information interaction behavior. Leveraging the technology acceptance Model (TAM) and the Fogg behavior model (FBM), our research scrutinizes eight determinants — perceived usefulness, privacy, authenticity, experiential value, perceived ease of use, motivation, capability, and triggers — to delineate their impact on user engagement with intelligent advertising. Employing a survey alongside structural equation model analysis, we unveil that these determinants unanimously foster information interaction behavior, with motivation and capability mediating the relationships between user experience factors and information exchange. The findings elucidate the multifaceted nature of user engagement in AI-powered mobile advertising, highlighting the indispensable role of a user-centric approach in crafting effective and engaging advertising strategies. This study advances the intelligent advertising discourse by underscoring the criticality of user experience factors and offers pragmatic insights for advertisers aiming to harness AI for more personalized and immersive ad experiences. By emphasizing the necessity of balancing technological advancements with user experience considerations, our research provides a blueprint for leveraging AI to revolutionize mobile advertising strategies, aligning with the knowledge economy’s focus on innovation, entrepreneurship, technology, and societal advancement.</p>","PeriodicalId":47435,"journal":{"name":"Journal of the Knowledge Economy","volume":"18 1","pages":""},"PeriodicalIF":4.0000,"publicationDate":"2024-06-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of the Knowledge Economy","FirstCategoryId":"96","ListUrlMain":"https://doi.org/10.1007/s13132-024-02153-y","RegionNum":3,"RegionCategory":"经济学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"ECONOMICS","Score":null,"Total":0}
引用次数: 0
Abstract
This study ventures into the burgeoning domain of artificial intelligence (AI)–powered advertising within mobile applications, addressing the critical gap in understanding how user experiences influence information interaction behavior. Leveraging the technology acceptance Model (TAM) and the Fogg behavior model (FBM), our research scrutinizes eight determinants — perceived usefulness, privacy, authenticity, experiential value, perceived ease of use, motivation, capability, and triggers — to delineate their impact on user engagement with intelligent advertising. Employing a survey alongside structural equation model analysis, we unveil that these determinants unanimously foster information interaction behavior, with motivation and capability mediating the relationships between user experience factors and information exchange. The findings elucidate the multifaceted nature of user engagement in AI-powered mobile advertising, highlighting the indispensable role of a user-centric approach in crafting effective and engaging advertising strategies. This study advances the intelligent advertising discourse by underscoring the criticality of user experience factors and offers pragmatic insights for advertisers aiming to harness AI for more personalized and immersive ad experiences. By emphasizing the necessity of balancing technological advancements with user experience considerations, our research provides a blueprint for leveraging AI to revolutionize mobile advertising strategies, aligning with the knowledge economy’s focus on innovation, entrepreneurship, technology, and societal advancement.
期刊介绍：
In the context of rapid globalization and technological capacity, the world’s economies today are driven increasingly by knowledge—the expertise, skills, experience, education, understanding, awareness, perception, and other qualities required to communicate, interpret, and analyze information. New wealth is created by the application of knowledge to improve productivity—and to create new products, services, systems, and process (i.e., to innovate). The Journal of the Knowledge Economy focuses on the dynamics of the knowledge-based economy, with an emphasis on the role of knowledge creation, diffusion, and application across three economic levels: (1) the systemic ''meta'' or ''macro''-level, (2) the organizational ''meso''-level, and (3) the individual ''micro''-level. The journal incorporates insights from the fields of economics, management, law, sociology, anthropology, psychology, and political science to shed new light on the evolving role of knowledge, with a particular emphasis on how innovation can be leveraged to provide solutions to complex problems and issues, including global crises in environmental sustainability, education, and economic development. Articles emphasize empirical studies, underscoring a comparative approach, and, to a lesser extent, case studies and theoretical articles. The journal balances practice/application and theory/concepts.
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