A Study On User Adoption And Operation Strategy Of Short Video UGC Feeds Advertising

With the continuous development of the Internet,the strong demand of Internet advertisement by means of internet entertainment market,that develop short video UGC feeds advertising.Short video UGC feeds advertisement has quickly entered people's vision with the characteristics of good user experience,accurate accessibility,elegant and vulgar sharing entertainment and so on.Becoming the main driving force for the future development of advertising market.Starting from the user side,this study divides the factors affecting the adoption of short video UGC feeds advertising users into three dimensions:advertising content and form,platform advantages and personal factors.Entertainment,information,KOL,traffic,user label and autonomous control are six influencing factors.Based on Brackett and Carr's attitude model of online advertising,combined with TRA and AIDMA,the user adoption model of short video UGC feeds advertising is constructed with user value and attitude as intermediate variables.The results show that the above six factors have a significant impact on users'adoption of short video UGC feeds advertisements.On the basis of structural equation saliency study and practical experience,this study proposes a method to get the most direct and strong advertising push frequency perceived by users and the most direct commercial benefits of the platform.As the main influencing variable,the static game model between short video advertising platform&KOL and product users is constructed.After solving the model,it is found that the comparison of revenue between normal frequency and accelerated frequency is the basis of strategy selection between short video advertising platform and product users.On the basis of this conclusion,the paper puts forward operational strategy suggestions to short video UGC operators.