The Research Of User Acceptance Model Of Native Advertisement Based On UTAUT Theory

With the arrival of Web3.0 era,the internet advertising is developing rapidly.According to Ereli’s survey report,Chinese online advertising market has exceeded200 billion yuan with an increase of 36% in 2015.At the same time,the mode of communication of information has also great changes,in the process of information dissemination,the users status has been greatly improved.The users is actively looking for information instead of accepting the information passively.They has became the node of information dissemination and been able to control information to some extent.And as social consumeres,the ability to avoid the useless information is strengthened of the users when the users are in the face of massive information.This is reflected in the advertising field,the performance of the users for the ads to avoid awareness is more strong,which led to the spread of traditional Internet advertising is getting lower and lower.How to pass the information to the user,to improve the spread of advertising effectively has became the problem which the advertisers and brand owners must think and solve.The native ads appeares with the development of new media technology and the concept of updating the traditional Internet advertising to promote the transformation and upgrading.As a content-oriented,into the information environment,to a variety of media adaptation of the new forms of advertising,the significance of native advertising is to provide value content,using a variety of forms of communication,to optimize the interaction mechanism,which can unite the user personalized active communication and brand-oriented communication effectively.As a new form of advertising technology and network information dissemination model,the native advertising has the natural advantages in the communicate effection which the traditional advertising doesn’t have.The writer draws a conclusion from the literature review,at present,the domestic scholars have focused on the research of native advertisements,concepts,types and characteristics,meanwhile the foreign scholars are mainly focused on the study fromthe perspective of ads serving.But as the most important object of communication,there are few studies on the factors that affect the acceptance of native ads from the user’s point of view.As a classic technology acceptance model,the UTAUT model has been widely validated in many areas of information technology.The native advertising is a new Internet advertising model,to explore the acceptance factors from the user of native advertisement based on the UTAUT model,which has a theoretical basis.Through the literature research method,the writer will extract the influencing factors of acceptance of the user’s attitude to the native advertising,build the model and make assumptions,collect the date from the questionnaire survey,use SPSS tools for data analysis.Then theoretical model and the research hypothesis will be validated to draw a conclusion.Finally,the writer will extract the recommendations of the development of native advertising and provide reference to the advertising and brand owners.