Predicting trust in online advertising with an SEM-artificial neural network approach

•A nonlinear ADTRUST and Trust Building Model was integrated to predict trust.•Age, gender, education and hours spent were incorporated as the control variables.•A 10-fold cross-validated SEM-ANN analysis with the FFBP algorithm was applied.•Reliability, website quality, willingness, reputation &...

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Veröffentlicht in:	Expert systems with applications Jg. 162; S. 113849
Hauptverfasser:	Leong, Lai-Ying, Hew, Teck-Soon, Ooi, Keng-Boon, Dwivedi, Yogesh K.
Format:	Journal Article
Sprache:	Englisch
Veröffentlicht:	New York Elsevier Ltd 30.12.2020 Elsevier BV
Schlagworte:	ADTRUST Advertising Artificial neural network Artificial neural networks Complexity Consumer trust Consumers Decision making Mathematical models Multivariate statistical analysis Neural networks Online advertising Reliability analysis Sensitivity analysis Trust building model Trustworthiness Websites ADTRUST Online advertising Artificial neural network Trust building model Consumer trust
ISSN:	0957-4174, 1873-6793
Online-Zugang:	Volltext
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