| With the decline of traditional news media,such as radio,television and newspapers,and the rapid development of mobile Internet,the way of users access information has undergone tremendous changes.More users tend to access news via the Internet,especially mobile media.With the change of users' catalyst habit and reading style,advertisers have turned their attention from traditional media to Internet advertising market one after another in order to obtain more advertising traffic.Information media has become an important carrier of advertising.Native advertising is known as the new experience of Internet advertising,and has become the main advertising form of the major information media.It has also been widely used in the industry and academic circles.Attention.The theory of user's technical acceptance behavior reflects that the user will be influenced by various factors when accepting the new technology,and then affects the user's acceptance intention and behavior.The theory is to explain and predict the individual's behavior.On the basis of previous studies,from the perspective of user's technical acceptance behavior theory,combining with the characteristics of native advertising in information media,I introduce new variables while retaining the original variables.The purpose of this paper is to find out the factors that affect the user's acceptance behavior and their size.The first chapter introduces the research background and concept definition,the second chapter combs the domestic and foreign literature of the native advertisement,the information media advertisement,the user acceptance behavior and the technical acceptance behavior theory.The third chapter is the research design and research method of this paper,which puts forward performance expectation,effort expectation,social influence,contributing factor,advertising fit and medium.First of all,optimize the advertising strategy,improve the sense of user acquisition.Brand,risk perception seven influencing factors,research hypothesis and information media native advertising user acceptance behavior model;Chapter 4 through SPSS and AMOS software to describe the questionnaire data.,reliability and validity analysis,through structural equation analysis to verify the hypothesis and modify the model;Chapter 5 through the above analysis to get the findings and recommendations of this study,and put forward the shortcomings of this study.From the analysis results,performance expectations,social impact,advertising fit,media brand have a significant impact on the behavior intention of information media native advertising users,while perceived risk has a negative impact on user advertising intention;In addition,the behavior intention of the user has a positive effect on the acceptance behavior of the native advertisement of the information media.Based on the theory of integrated technology acceptance model and the characteristics of information media native advertising,this paper puts forward the user acceptance model of information media native advertising,which not only extends the scope of application of technology acceptance theory,but also extends the application scope of technology acceptance theory.It also enriches the related research of information media and provides a new clue for the quantification of native advertising. |
