Research On Influencing Factors Of Native Advertising Effect Through Flow Prospection

Along with the rapid development of digital technology and network technology,human society entered a new information space.This change is particularly evident in the advertising industry,according to iResearch data show that in 2015 China's online advertising market reached 209.37 billion yuan,an increase of 36.0%.However with banner,search for keywords,page pop,video pre-interstitial dominated forms of advertising's influence is waning,from 9% in 2000 banner click-through rate to 0.2% in 2012,more than 99% of banner ads are direct disregard of the audience,in the face of scarce resources and attention of the audience to resist psychological pure display advertising generated by the emergence of native advertising opens up new advertising mode of transmission.Native advertising is a form of advertising content and the user's media environment integration,follow the user experience,weakened form of Internet advertising Advertising Communication marks.According to eMarketer predicts that by 2017 the world's native ad size from the current $ 3 billion increase to $ 5 billion.In the relevant literature in the finishing process,I found that now the study of native ads are not rich,mainly staying in development before,features connotation,the lack of in-depth study of academic.For native ads,the most important trait is that the whole process does not disturb the user browsing experience,and the "flow experience" theory is the theory of the user experience in a very important aspect,but also the user experience in the most cited theoretical concepts of First,this article will examine the "flow experience" theory and native advertising combined relationship user flow experience and native ad browsing behaviors were studied,a theoretical model,and then use SPSS software for statistical analysis and the use of regression analysis,correlation analysis was carried out to verify,we come to meaningful conclusions.The study found that consumers in the browser native ads generated flow experience will be a positive impact on its native advertising cognitively and emotionally,and this "flow experience" would positively affect their behavioral tendencies.Also interactive response rate between the consumer and the advertiser,consumer skills,as well as native advertising information,entertainment will flow experience to consumers have a certain influence.Wherein the flow experience entertaining for the impact of the most significant effect.Native factors affect your performance from the perspective of research flow experience,so as to provide the business or brand based on the publisher and manufacturing native advertising communication strategy.