A Empirical Study On User Acceptance Of Sina News Feed Based On UTAUT

With the rapid development of the internet,the scale of the internet advertising market has expanded rapidly,and the creative types of internet advertising,such as news feed ads,have come into being.News feed ads combine with programmatic buying and social media with a high degree of social interaction,for accurate delivery according to the individual characteristics of the user,and can share and comment according to the content.The ultimate aim is integrating into the user buddy dynamic in a natural way,and contacting more users in the case of alacrity.The greatest charm of news feed ads is to put the value of the user in the first place,and also balance the different interests of the advertiser and the user.This study will investigate Sina news feed ads' user acceptance.First of all,this study defines the basic concepts of Sina news feed ads,and related literature.Then based on the theoretical study of the UTAUT,this study relates the features of Sina news feed ads to study the factors affecting user acceptance.This study retains 4 core variables in UTAUT: performance expectancy,effort expectancy,social influence,facilitating condition,and 3 variables: perceived risk,advertising creativity,accurate delivery.Sina news feed ads acceptance model is constructed on the basis of 7 variables.9 hypotheses are made for this study,and are tested through the questionnaire survey and data analysis in the study.It is shown in this study that effort expectancy,social influence,advertising creativity and accurate delivery have positive influence on the willingness of users,while perceived risk negatively affects user's willingness,and facilitating condition and user's willingness positively affect user behavior.According to study conclusion,the author puts forward 6 suggestions: increase content readability,simplify interactive manipulation,increase user interaction,guide original sharing,increase advertising creative form,improve advertising accuracy,reduce user perceived risk and improve user's facilitating condition.