Research On Effect Of Mobile In-feeds Advertisings' Characteristics On Users' Participate Willingness

The new track of users' daily consumption has already become mobiling and platforming.And with the trend of users' track,more and more advertisers also transfer their budget to mobile advertising market.According to the statistical data of 2016 from iiMedia Research,the trend that mobile users will indulge in social media is obvious.And mobile news feed advertising that relies on accurate orientation and the integeration of media also will become the main adveritising form.So the method of news feed advertisings' effect evaluation will not rely on CPM and CPC,but charge with users' engagement.Thus,on the premise of fixed ads content,the characteristics of mobile news feed advertising have breakthrough the limitation of the existing media properties,and become the core elements to maximize the value of the media platform.It can be said that the research that uses mobile news feed advertising characteristics to explore the influence factors of user participation will have certain theory value and practice value.First of all,this article will perceive the value acceptance model(VAM),user participation theory of willingness as the basic theory of research,combined with the mobile side of the information flow advertising precise orientation,media integration and other characteristics,from the perspective of perceived gains and perceived loss of perceived entertainment And the seven variables,such as precision,social impact,perceived matching,perceived cost and perceived risk,are used as the pre-variables of the research model to construct the mobile-side advertising flow characteristics through the intermediate variables of perceived value The model of the impact of user participation.Secondly,this paper uses the method of empirical research,questionnaire distribution and recycling through the network platform,and descriptive analysis of the recovery data,reliability and validity analysis,structural equation model fitting and path checking,etc.,in order to verify the mobile information advertising The impact of the characteristics on the user's willingness to participate.The study found that the user's perceived value of advertising will positively affect the user's willingness to participate,perceived entertainment,situational awareness of the recommended precision,social impact and perceived matching of the perceived value of the user's significant impact,including social pressure,friends recommend User perceived traffic has the greatest impact on advertising value.However,the negative impact of perceived cost and perceived risk on user perceived value is not significant,and it also shows that user search is more direct between information acquisition and value satisfaction.The user's choice of mobile advertising is more than that of past passive acceptance and tolerance improved greatly.Finally,based on the conclusion of the research and the development of mobile information advertising,this paper puts forward the corresponding marketing strategies for mobile advertising platform and mobile media provider to enhance the conversion rate of users' participation in information flow advertising.