To Explore Mobile Advertising HTML5 Psychological Mechanism Of Users To Share

With the popularity of smartphones and users visualization,fragmentation new consumption trend,the development of mobile advertising in the huge business opportunities.Mobile HTML 5 AD quickly preempted market implementation viral refresh,behind is becoming a hot spot of academic circles to discuss the industry,but now we still lack to explore psychological mechanism of HS users to share.This study by grounded theory HTML 5 specification defines mobile end the concept of advertising and sharing,based on the interview data were H5 users share to explore the influential factors,trying to map the user information sharing psycholog:ical mechanism models help explicates the refresh phenomenon,further enrich the research of Internet users to share product related fields in our country,also for advertisers understand the user to provide psychological boost AD conversion.The author through the study of the semi-structured interviews of ten H5 users after formation contains 4 path diagram,five main categories of H5 users share psychological mechanism model,then add five interviews saturation inspection object."Psychological mechanism of H5 user information sharing "as the core,combined with "quality assessment","social expectations","emotional","subjective norms","forward strategy of four main categories and use satisfaction model,to compose the user H5 sharing strategy story line.User experience sharing behavior of H5 rationally and initiative,under the interaction of internal and external participation motivation and achieve satisfaction in H5 experience,under the regulation of subjective norm form different sharing strategies.At the same time,through using the technology acceptance model,the introduction of "useful perception" and"entertainment" category of two edges,and according to the interview data increase"privacy management" and "media habits" two categories.Finally,the author from the user Angle for the H5 advertising provides the reference for the development of the future.At the same time,the author summarizes the shortcomings in the course of the study and reflection,hope for the future can some scholars from the H5 multiple types for thinning model diagram,and on the category and dimensions of encoding can do further optimization of the reliability and validity of.