An Empirical Research On Consumers' Attitude Towards WeChat Moments Advertisements From The Perspective Of Perceived Value

Relying on big data technology,WeChat Moments Advertisements has won the favor of advertisers,it has become an important player in the advertising marketing in China.For enterprises,WeChat Moments Advertisements has become an important way to enhance brand awareness and brand reputation.At the moment,examine the effect of the WeChat Moments Advertisements,mostly focused on the disposal of behavior(such as click on,comment)itself,but it is difficult to judge the advertising attitude behind this behavior.Perceived value as an influencing factor of consumers' behavior,it's the key to determining consumers' attitude towards advertising.Some scholars have pointed out that,compared to the technology itself,perceived value has more significant influence on advertising attitude(Cronin,2000).Therefore,this paper aims to through the empirical research to explore the consumers' perceived value influence on consumers' attitude towards WeChat Moments Advertisements.In terms of WeChat Moments Advertisements in the era of mobile internet,it is safe to say that such research will be of great meanings and values for brands.With the help of SPSS 22.0,this thesis conducts a rigorous data analysis with 361 questionnaires available,the results are as follows: information quality can't significantly predict consumers' advertising attitude.This is closely related to the fact that when consumers browse WeChat Moments Advertisements,they care more about interactivity than information quality;Perceived accuracy exerts biggest influence on consumers' attitude towards advertising,some scholars have pointed out that,with the rapid development of Mobile Internet,precision marketing has become an unavoidable trend in advertising industry(Yao Xi,Li Feifei,2017);Perceived risk negatively influence consumers' advertising attitude,there exists a possibility that users could have their accounts stolen or privacy given away when clicking the links of those WeChat Moments Advertisements to check more details.In other words,lack of trust could probably evoke users' strong feelings of avoidance or resistance to the advertisements(Hu Lei,2012).The lower the consumers' perceived risk of WeChat Moments Advertisements,the more positive their attitude towards WeChat Moments Advertisements.Based on the results mentioned in this paper,relevant suggestions are put forward asfollows,including enriching WeChat Moments Advertisements' presenting forms to boost their appealings to users;lowering their disturbance by making accurate launch to certain users;enhancing credibility of the advertisements to lower users' perception of risks;encouraging users' interaction by means of technical measures or material awards.