Research On Consumers' Willingness To Accept Online Black Tea Brand Advertisements From The Perspective Of Planned Behavior Theory

With the development of Mobile Internet and continuous upgrading of consumption,owned media such as WeChat,Weibo,Douyin and other social media platforms have become an important channel for people to get information.Consumers,cognitive habits and behavioral patterns have been impacted imperceptibly,and their consumption habits have also undergone great changes.It is against this background,in recent years,a large number of the popular tea brand on the Internet such as Heytea,Nayuki,Inwe grow very fast.They use a variety of marketing methods to attract the attention of consumers,causing widespread impression on the Internet.This study takes the popular tea brand on the Internet as the research object.By drawing on the research and consumer research,proposed the influence factors of these advertisements on the consumers.Based on the theory of planned behavior,this study establishes the consumers'acceptance intention model for marketing advertising of the popular tea brand on the Internet.It mainly discusses the following two aspects:First of all,the influence of four variables,namely perceived usefulness,credibility,entertainment and interactivity,on consumers'attitude is assumed to be positively affected.Secondly,the influence of consumers'attitude,perceived subjective norms and behavioral control on consumers'acceptance intention is assumed to be positively affected by the above three variables.Thus,the scale of each variable in the model was developed.Primary data were collected through questionnaire survey,and SPSS22.0 was used for data analysis of the above scale.After reliability test,validity test,correlation analysis,regression analysis and other steps,the following research results were obtained:First of all,three variables,perceived usefulness,credibility and interactivity,have a positive impact on consumers'behavior and attitude.Among them,credibility has the highest impact.Therefore,the popular tea brand on the Internet should pay special attention to the truth and credibility of information in marketing.Secondly,entertainment does not affect consumers'behavior and attitude.Because consumers pay more attention to the authenticity and usefulness of the content when receiving advertisements.And,with the growth of the number of advertisements,consumers receive mixed information,so the attitude towards advertising is more prudent and rational.Thirdly,consumers'attitude,subjective norms and perceived behavior control will have a significant positive impact on consumers'behavioral intention,which verifies the applicability of planned behavior theory in the specific context of the advertising of the popular tea brand on the Internet.According to the research results,this study puts forward the following suggestions on how to carry out more efficient marketing of the popular tea brand on the Internet:first,to improve the information content of advertising and focus on practical value;Second,pay attention to the authenticity of advertising,improve brand image;Third,increase interactive marketing to enhance consumer engagement;Fourth,pay attention to the KOL to create word of mouth marketing.