Study On The Factors Of "We Media" Commercial Advertisements' Adoption Intention

With the popularity of social media,consumers actively collect word-of-mouth information online to help them make purchase decisions.On social networks,"we media" in vertical field,as "opinion leaders",are flourishing and deeply rooted in content to guide consumers to improve their material life quality.Following the change of consumers' habit of searching for information,enterprises transfer advertising funds from traditional media to "we media" on social platforms,and "we media" commercial advertising emerges at the historic moment.At present,the marketing value of social platforms has been overdeveloped.In order to maintain the marketing order of social media platforms,maintain the relationship between we media and the audience,and improve the marketing effect of social media channels for enterprises,this paper explores the audience psychology of we media commercial advertisements and puts forward practical suggestions.Through literature review,combined with technology acceptance model and persuasion knowledge theory,this paper explored the factors from two aspects of the audience's perception of advertisements and the social cognition of advertisers,and constructed the research model of audience adoption of we-media commercial advertisements.Among them,the perceptual factor is the audience's sense of the reliability,usefulness and pleasure of the advertisement.The social cognition factor is the audience's cognition of the persuasion motive and persuasion skill of the advertisement publisher.The data of 301 valid questionnaires were analyzed by SPSS23.0.The results show that :(1)advertising credibility,personal utility,advertising incentive and affective compensation have a significant impact on the audience adoption's desire of we-media commercial advertising.The above four factors have a significant impact on the adoption's desire of female audiences.(2)perceived pleasure has no significant influence on audience adoption's desire and emotional commitment;(3)advertising credibility and affective compensation have significant influence on affection compensation,and goodwill trust plays a complete intermediary role in affective compensation and affectioncommitment.Finally,this study puts forward Suggestions for the future development of social media marketing.