Abstract In this study, we contribute to the social network advertising literature by examining the impact of individual differences (e.g. need for cognition, processing fluency, expertise, and gender) on the attitudes toward social network advertising. In addition, we examine the interrelationships between the attitudes toward social network advertising and consumers’ intention to engage in eWOM and intention to purchase. Our proposed model is an extension of the Technology Acceptance Model. In our model, we propose an indirect casual effect (via attitudes toward social network advertising) of perceived usefulness, perceived ease of use, incentive offering, advertisement intrusiveness, need for cognition, processing fluency, expertise and gender on intentions to engage in eWOM and on intention to purchase. Moreover, we propose a direct causal effect of attitudes toward social network advertising on intention to engage in eWOM and on intention to purchase.

中文翻译：

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社交网络广告：处理流利度，认知需求，专业知识和性别的调节作用

摘要在本研究中，我们通过检查个体差异（例如，认知需求，处理流畅性，专业知识和性别）对社交网络广告态度的影响，为社交网络广告文献做出了贡献。此外，我们研究了对社交网络广告的态度与消费者参与eWOM的意愿和购买意愿之间的相互关系。我们提出的模型是技术接受模型的扩展。在我们的模型中，我们提出了一种间接的偶然效应（通过对社交网络广告的态度），包括感知的有用性，感知的易用性，激励措施，广告侵入性，认知需求，流利程度，专业知识和性别对从事eWOM和购买意向。此外，