Acceptance Of Network Homemade Variety Show Ads Research

Network video with its expression forms,share,and the advantages of the diffusion speed,is gradually changing people's habits and customs,more and more people like to obtain more three-dimensional information through the network.And video website seizes this opportunity,in each big TV variety show window of copyright at the same time,intensify efforts to the development of homemade variety show,the network of homemade variety show present outbreak situation,and the advertising in the program also become one of the enterprises to carry out accurate marketing strategy.Homemade variety show concern for the network began in the rise of reason,transmission form,type and the future prospects for development,etc.,and later began to appear on its shows ads and profitable way to research,but from the overall point of view,from the perspective of empirical analysis of the audience to show ads to accept research is not much.Based on such background,this paper takes \ "science says\" as a case study,by building the audience acceptance model,research the network homemade variety show ads influence factors they are willing to accept,to advertising and video for the enterprise the main provide certain reference for programming design.In this article,through combing network homemade variety shows and advertising,the audience's accept behavior with respect to the manner of marketing theory research,on the basis of the predecessors,based on the technology acceptance model,combining with the characteristics of the audience psychology,marketing and other factors,in addition to the technology acceptance model,and added a sense of pleasure,aware of precision and reliability,perception disruptive and subjective norms such as variables,at the same time also increased the individual innovation variable,a total of 10 variables are constructed in this paper,the audience of network homemade variety show advertising acceptance model.This paper uses empirical research methods,the use of the 5 likert scale to design the questionnaire,the first on the early prediction of small scale research,questionnaire survey and in view of the research results,adjust and modify the form of questionnaire in this paper.In the form of questionnaire design,through the network to issue,through the spread of fission,264 questionnaires were effective.Collect good questionnaire data using SPSS24.0 tool for descriptive analysis,reliability and validity analysis,and then use AMOS structural equation model was carried out on the model test,finally form the audience acceptance model after verification.The study found that the variables of perceived usefulness and attitude for the audience to take positive influence,And other variables(e.g.,perceived ease of use,perceived precision,perceptual fun,etc.)has great influence on audience's attitudes,and perceived interference attitude toward the audience presents the negative effect,subjective norms and individual innovation in test results were no significant impact on the audience to accept,so the audience to accept no significant model of the two variables,form the final audience acceptance model,by researching path coefficient of correlation between variables and accept the intention of influence.Finally,the factors affecting the model conclusion homemade variety show and network development present situation,in view of the enterprise how to effectively use advertising marketing related management Suggestions are put forward.