Research On The Influence Factors Of WeChat Users On The Willingness To Accept Advertisements In Circle Of Friends

Information flow advertising has the advantages of high precision,strong interactivity,in recent years by the major social software.As a representative of social software,WeChat conform to the trend of the times,the introduction of information flow advertising,WeChat circle of friends advertising.This kind of advertising,but WeChat users Public opinions are divergent.,get both praise and blame,has a huge user groups and huge market potential,advertisers use this piece of fertile land,will have a profound impact on the enterprise.This paper takes WeChat advertising circle of friends as the research object,using the integrated technology acceptance model(UTAUT)and satisfaction model is constructed in this paper as the basis of a model,select utility expectation,effort expectancy,social influence,brand image,perceived quality and satisfaction as independent variables as intermediary variables,the willingness to accept as the dependent variable,the establishment of WeChat users to circle of friends' s willingness to accept advertising model,design the questionnaire to obtain data for reliability analysis,the data obtained using SPSS22.0 software,factor analysis,correlation analysis,regression analysis,explore the influencing factors of the willingness to accept the user WeChat advertising circle of friends,and use the conclusion as to the WeChat platform,advertisers recommendations on the basis of.The study found on the WeChat user acceptance factors have significant positive effects will have utility satisfaction,expectation,effort expectancy,social influence and perceived quality and brand image;the willingness to accept does not have a significant impact on the willingness to accept;factors influence,the most significant impact on the willingness to accept the satisfaction.According to these conclusions,in order to promote the effective development of WeChat advertising circle of friends,the author puts forward the following suggestions: pay attention to the quality of information,improve the satisfaction;pay attention to utility expectations,improve accuracy;simplify the operation procedures,improve the ease of use;increase word-of-mouth promotion,improve.