An Empirical Research On The Model Of Consumer Usage Intention Of SNS Advertisements From The IS Perspective

With the wide use of Internet, rapid development of information technology and socialnetworks, not only the Internet service is being promoted, but also the online advertisement isbeing promoted to be mature and innovative. This changes people’s entertainment andconsumption patterns, as well as the pattern of development of online advertising. Overall,SNS operators, advertisers, brand advertisers, and users’ attitudes towards SNS advertisementare positive. Though SNS advertisement is being focuced and sought after, the ideal resultshaven’t be achieved yet. Based on the above background, from the perspective of informationsystem, the SNS’s dual information system attributes were summarized, combining severaltechnologies adoption theory and flow experience theory, a model of consumer usageintention of SNS advertisements from the IS perspective was constructed, and13hypothesiswere proposed. Questionnaires and mathematical statistical analysis were used to test andrevise the model. The research results are mainly reflected in the following three aspects:(1) The dual social networking site properties play direct influences to user adoption intentionof SNS advertisement, and the hedonic IS properties are more prominent. The descendingorder of impact strength are flow experience, subjective norm and perceived usefulness.Perceived risk and perceived ease of use have no significant direct impact on users’behavior intention, while perceived ease of use indirectly affects users’ behavior intentionby perceived usefulness.(2) The characteristics of users and advertisers under the SNS situation indirectly affect users’behavior intention through the SNS attributes’ layer, and hedonic properties have astronger infulences. Among them, the technology-task fit has a positive impact ofperceived usefulness, perceived ease of use and flow experience. Perceived behavioralcontrol has a positive effect on subjective norm and perceived ease of use.(3) Personal innovation plays a regulatory role in influencing perceived usefulness and flowexperience for the behavior intention. And low group is more significant in affectingperceived usefulness for behavior intention, and high group is more significant inaffectiong flow experience for behavior intention.Based on the results of this study, several developing recommendations are proposed toSNS platform, advertisers and designers in order to provide theoretical supports for thesustainable development of SNS advertising industry chain.