Predicting User Intention To Accept Feed Advertising Of WeChat: Based On The Theory Of Planned Behavior

In this paper, the feed advertising of the WeChat circles is taken as the research object, bring in the Internet advertising attitude model and the theory of planned behavior, construct the user’s acceptance model of WeChat’s advertising attitude and the acceptance model of WeChat, and collect data by some questionnaire survey, use the structural equation model to verify the hypothesis model, try to explore the influence factors of users’ acceptance attitude and intention of WeChat advertisement. The study found that information entertainment, credibility and interactivity are significantly and positively affecting the users to accept the WeChat advertisement; intrusively and negatively affecting the user to accept the WeChat advertisement. The behavioral beliefs about the user acceptance of WeChat advertisement, the normative conformity beliefs and expectations normative beliefs, the self-efficacy beliefs and perceived risk beliefs, respectively determine the users’ attitude of the WeChat advertisement, their subjective norm and perceived behavioral control. The users’ attitude of the WeChat advertisement, their subjective norms and perceived behavioral, are significantly and positively affecting the users’intention acceptance. At the same time, subjective norms is also indirectly affecting the acceptance of WeChat advertisement through accepting attitude. According to the research, this paper argues that the WeChat operators should increase the entertainment and topic degree of the WeChat advertisement in order to attract users to browse, point of praise and comment; keep the advertisement short in order to reduce interference; select the reliable advertisers to avoid the aversion; make good use of opinion leaders to promote advertisement communication.