Research On User's Acceptance And Operation Mode On Baidu Commercial Advertising Platform

With the development of network technology,users become more and more dependent on the Internet.The value of traffic is increasingly prominent.Internet advertising is developing rapidly and becoming the most common business mode of major Internet Companies.Internet advertising has infiltrated the daily online activities of users and has a deep influence on lots of them.On the other hand,with the pursuit of business profit,the uneven quality and the deluge of advertising have seriously affected user's experience and judgment.Baidu,the largest Chinese search engine in the world,is also the largest Internet advertising platform in china.Recent years,the negative news and discussion about Baidu commercials advertisement are becoming more and more intense.This paper takes Baidu commercial advertising platform as the research object.It will be of great representativeness and practical significance.This research mainly includes two aspects:the user's willingness to accept commercial advertisement of Baidu and the benefit games between the user and Baidu.This paper firstly introduced the current research background and the research status at home and abroad and proved the prospect and necessity of this study.Then,through a large number of literature review and analysis,this paper selected the effective methodology which has been confirmed by previous studies,and made a detailed theoretical review of the methodology.Then this paper introduced the concept,characteristics and development of Internet advertising.In order to fully understand the operation mode of research object,the basic situation of Baidu advertising type,charging mode,advertising strategy,participant roles and the current problems were introduced in detail.Then,based on TAM and UTAUT model,we analyzed the influencing factors of user's behavior intention through selecting variables,building models and putting forward hypotheses.371 questionnaires were collected and the structural equation modeling was used to test the research model and the hypotheses.Finally,the static game theory and evolutionary game theory would be used to analyze the trust mechanism and benefit games between the user and the platform.The innovation of this study are as below:combing and summarizing the current theories of Internet advertising;introducing the new variable of path dependence;getting the innovative conclusion that the user's dependence of Baidu has a negative influence on behavior.This conclusion reveals the most important problem of Baidu commercial advertising platform.According to the research conclusion,this paper put forward suggestions to improving user experience and the competitiveness of Baidu platform from three aspects of users,platform and regulation policy.The purpose of this research was to guide Chinese Internet advertising industry to healthy and stable development,and to explore the win-win operation strategy between Baidu commercial advertising platform and the users.