Research On The Acceptance Behavior Of Audience In Micro-blogging Advertising Communication

With rapid development in the past three years and number of users shows a steadyupward trend which has spawned a lot of social and cultural phenomenon, micro-bloghas become a hot topic in the research of scholars in various fields. The population ofmicro-blog also attracted the attention of advertisers who tried to seek new soil ofadvertising development in this popular platform with unique characteristics. As a result,in just two years, the micro-blog advertising come into being from scratch and the formof it becomes more and more abundant, meanwhile the mode of transmission developsmore and more mature. At the same time, with the development of micro-blogadvertising, related research also gradually increased which is about acceptancebehavior of micro-blog advertising audience that can add new research in this field andalso provide a theoretical reference for the development of the micro-blog advertising.Therefore, this thesis attempt to search the exactly factors of micro-blog advertising thataffect the audience acceptance behavior in the new platform with a viewpoint ofCommunication Science and Rational Behavior Science.With the way of low-depth interviews and questionnaire survey methods and theusers of micro-blog as the research sample, this thesis generalized the factors ofmicro-blog advertising, then uses SPSS and AMOS to analyze the gathered datastatistically to verify the reasonableness of the assumptions.The core research result of the thesis are as follows:(1)With the consulting of many works and documents in relative fields, this thesismade a summary with the aspects of research on micro-blog, research on micro-blogaudience and research on micro-blog advertising spread, which clearly present thecurrent research progress of domestic and foreign in this field. In the research, I foundthe weaknesses and shortcomings of research in this area and the expanding space ofthis field.(2) The thesis constructed a new model applicable to research base on TAM modeland found that Easy-to-use perception will forward directly affect the useful perception, useful perception will have a direct positive effect on the audience’s acceptance ofbehavior. the content quality of spreading micro-blog advertising will positively affectthe Easy-to-use perception and useful perception. Comments of micro-blogs audiencewill positively affect the Easy-to-use perception, useful perception, and will directlyaffect the behavior of the acceptance audience; innovative characteristics of theaudience will positively impact the Easy-to-use perception and useful perception of theaudience and participation of opinion leaders will affect the useful perception andacceptance behavior of the audience. The visibility of advertiser and the faith ofaudience will positively impact the acceptance behavior of the audience.