The Research On Audience's Acceptance Behavior Of The News Feed Ads In Wechat

In recent years,with the development of mobile internet advertising and the popularity of intelligent communication equipment,Wechat,as a representative of the mobile social media,creating a new way for advertising.In January 25,2015,Wechat team officially launched the news feed ads,which is caused widespread attention in the industry.In the face of this new form of advertising,this research hope explore the audience real intention and behavior in an empirical way.This research's object is the audience acceptance behavior of Wechat's news feed ads.At first, the paper sorted out the basic concepts,forms and communicate characteristics of Wechat's news feed ads.Then this paper based on the UTAUT model,combined with the characteristics of Wechat's news feed ads,to explore what factors affect the audience's intention and behavior.Keep six key variables of the UTAUT model:performance expectancy,effort expectancy,social influence,facilitating conditions,intention and action,and introduce four new influence factors:ads presicion,ads interaction,content creativity and advertisement attitude,according to the research assumptions among variables,this paper construct a model of Wechat's news feed ads audience acceptance behavior. Finally,through analysis the sample data of the questionnaire survey,to explain how much impact does this variables have on the ads audience intention and behavior, in order to vertify the hypothesis proposed in this study,get the final audience behavior model of the Wechat's news feed ads.This study found that the audience's intention and bahavior directly or indirectly affected by performance expectance,facilitate conditions,social influence and advertisement precision,advertisement interactivity and advertisement attitude toward Wechat's news feed ads.There is no significant effect between the effort expectation and the use intention,so does the content creativity.but the utility expectation, advertisement precision, advertisement interactivity,advertisement attitude and social inlfuence will have a direct positive impact on the intention.facilitate condition and intention has a direct positive impact on the action. According to these conclusions,the author draw three recommendations for Wechat's news feed ads.First,enhance the interaction of the advertisement; Second,plus the performance of the advertisement;Third, accurately matches the target of the audience,to provide direction for the further improvement of the Wechat's news feed ads.