| With the continuous development and to be mature of new media, WeChat as a representative has become an integral platform for people to speak, interactive, and amuse in life. The user amount has showed an explosive growth, which has become the accelerator of WeChat going to be commercial, and WeChat advertisement is one of sharp weapon. But there are also many users still hope WeChat to be a piece of pure land instead of excessive commercialization. Obviously, this is a pair of contradiction. The key point of solve the problem is how to balance the relationship between them, and the user experience of WeChat advertising is a question that deserves attention.This study WeChat advertising user experience as the research object, the five factors influencing WeChat advertising user experience has carried on the quantitative analysis. First of all, based on the analysis of a large number of related literature at home and abroad, combined with the user interviews, select "entertainment experience"、"useful experience"、"easy to use experience"、"interaction experience"、 "reliability experience" and "Unobtrusive experience" as the primary index and divided into "interesting content"、"feel happy"、"infotainment" and so on. Then, with the method of questionnaire survey to obtain sample data, using SPSS22.0 software and AMOS21.0 software for factor analysis, according to the accumulation of principal component contribution rate, delete the reliability index, construct WeChat advertising user experience model of affecting factors. Moreover, according to statistics, from the "entertainment experience,""useful experience", "easy to use experience", "interaction experience" and "Unobtrusive experience" these five aspects to analyze the results. Finally, how to optimize the user experience for WeChat ads targeted Suggestions are put forward. |
