Exploring Consumers’ Purchase Intention to Social Media Advertising: The Role of Advertising Clicks

Mobile advertisement is an emerging and important application of mobile commerce. In recent years, consumers’ clicks on social media advertising have exceeded over 50%, but purchasing behaviors do not follow up after ad-clicking. It's an important issue about how to promote customer purchase intention after looking at social media advertising. This study is based on Ducoffe's [1] advertisement value model, adding ad click to explore the influence on consumers’ purchase intention. This study took social media users as the research subject and collected 313 valid questionnaires through the Internet. The results show that: (1) informativeness, entertainment had positive effects on advertising value, while irritation had negative effects on advertising value; (2) advertising attitude had a positive effect on advertising clicks; (3) advertising value had positive effects on advertising attitude; (4) advertising attitude had positive effects on purchase intention; (5) advertising clicks had positive effects on purchase intention. In addition, advertisement attitude was the biggest factor that affected purchase intention.