| Since its official launch in 2011 by Tencent,WeChat has gradually become a platform-level application that integrates communication,social networking,information,finance and mobile positioning.As the development progressed,WeChat launched information flow advertising at friend circle in January 2015.Once launched,the feed-ads set off a huge response among Wechat users.The rise of WeChat friends circle advertising not only has a tremendous impact on the advertising industry,but also has brought more discussion topics to the advertising academic community.However,the research on the information advertising in the friends' circle of WeChat at present focus mainly on WeChat marketing strategy from the aspect of integrated marketing communications.Or on the users' willingness to accept ads from the perspective of technology acceptance model.Based on the UTAUT,this dissertation studies the related literatures about the users'willingness to accept advertisements in WeChat friends circle and introduces the social identity theory in communication studies.After that,combined with the characteristics of WeChat friends circle advertisements,we selected the factors of performance expectation,community influence,perceived accuracy,perceived risk,advertising quality and advertising reward as independent variables,identity perception and advertising receptivity as intermediate variables,and study the logic of these variables affect the WeChat users'advertising participation.Then the study put forward the relevant assumptions.Through a series of empirical research activities such as designing questionnaires,issuing questionnaires,collecting data and analyzing data,this paper draws several important conclusions:First,the influence of community has the greatest impact on the receptivity of advertisements,the expectation of performance,the quality of advertisements and the advertising awards to a certain extent,affect the user's advertising acceptance and advertising participation.Secondly,as a middle variable,the influence of receiving community influence on this variable is more obvious.Identity awareness also affects the user's participation.Finally,users' acceptance of ads has the most significant impact on their ad engagement.Finally,based on the verification results of the hypothesis in the research process,this article put forward some relevant opinions on the operation of WeChat friends circle information flow advertisement:1.the relationship strength should be included in the standard of ad serving.2 should make full use of data analysis,to achieve accurate user orientation.3.Improve advertising quality,enhance user interaction.4.Provide a secure platform to protect user privacy. |
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