The Influential Factors Of WeChat Official Account Advertisements' Adopt Intention

The study of the willingness to accept advertisements is essentially a consideration of the psychological effects on advertising communication,which began with the attention to advertising attitude and developed rapidly since the 1990s.So far,the domestic and foreign related researches have involved mobile advertising,web advertising,e-mail advertising,social media advertising and other types.During the current period when the WeChat Official Account is developing boomingly,the empirical studies of advertisements in WeChat Official Account are still rare.Advertisements on the WeChat Official Account is a type of advertisement posted on the app developing with strong ties,the study of adopt intention is also an important part of its communication effect research,which possesses very strong practical value.The paper stands on the users' viewpoints and explore the adopt intention of users of WeChat Official Accounts advertisements and its influential factors,with the basis of the Theory of Planned Behavior(TPB).The research hypothesis and models of this study refers to the literature of adopt intention of mobile advertisements and social media advertisements,combined with the current situation of WeChat Official Account advertisements,and add variables such as perceived usefulness and credibility,entertainment,advertising awards and normative beliefs.This study adopts questionnaire survey,587 questionnaires has been collected,and there are 433 valid questionnaires.Using SPSS16.0 for data analysis,the results show that:(1)the TPB partially applies to explain and predict the acceptance for the advertisements in WeChat Official Account;(2)perceived usefulness,entertaining,and credibility influence the attitude of advertising acceptance attitude,especially the influence of recreational impact;(3)Advertising awards have no effect on public acceptance attitude;(4)the normative belief affects the user's subjective norm positively;(5)there are demographic differences in user perception of advertising factors,attitude and intention to accept WeChat Official Account advertisements.As the conclusion on advertidsing awards in this study are different from previous research,the small-scale interview is adopted to discuss the possible causes.Finally,this study makes reasonable recommendations on the future development of WeChat Official Account advertisements.This research belongs to the application research,the main contribution is to explore the psychological considerations of users when they accept the advertisements in WeChat Official Account,to provide reference for advertising practice.Theoretical contribution is that this study enrich the research results of advertising acceptance.in addition,reviewing and deepen the applicability of the TPB in public advertising acceptance,promoting the discipline theory and the research of intersection,provide a new perspective for the future.