The Influential Factors Of Micro-blog Advertisiment’s Acceptance

With the continuous development and to be mature of new media, Sina micro-blog as arepresentative has become an integral platform for people to speak, interactive, and amuse in life.The user amount has showed an explosive growth, which has become the accelerator of SinaMicro-blog going to be commercial, and Micro-blog advertisement is one of sharp weapon. Butthere are also many users still hope Sina Micro-blog to be a piece of pure land instead ofexcessive commercialization. Obviously, this is a pair of contradiction. The key point of solvethe problem is how to balance the relationship between them, and the micro-blog advertisingacceptance is a question that deserves attention.The study treats the influential factors of micro-blog advertisement’s acceptance as theobject, defines the relevant concept and do some research on the relation with the method ofliterature study to extract the core factors, the method of investigation questionnaire, statisticsand mathematical analysis to establish the study model of influential factors of micro-blogadvertisement’ acceptance, the method of SLM to construct the SLM of the influential factors ofmicro-blog advertisement’s acceptance. This study finds:1) There are seven main influential factors of micro-blog advertisement’s acceptance, i.e. theentertainment, ease of use, availability, reliability, interactivity, participation, popularity.2)This study constructs a5-level hierarchical directed hierarchical structure model based onthe results above, which located in the bottom of the model is the root influential factor, namelythe entertainment; then at the top of the model is the direct factor, namely the popularity.