The Participation Willingness Of Mobile Short Video Stream Ads Users

In recent years,the rapid development of mobile short videos has largely shown the audience's tendency to use media.In the era of fragmented reading,short video content can meet the browsing needs of the audience in a short time.Part of the mobile short video platform represented by the "Douyin" APP has been favored by many brands for its personalized recommendations,creative content,and huge user base.As one form of native ads,stream ads has become the starting point for the commercialization of mobile short video.The conversion effect of short video stream ads has also become the focus of brands.In the era of mobile internet,the degree of interaction between users and advertisements has also become an important test criterion for the effectiveness of advertising.This paper takes mobile short video users as the research center,literature research and questionnaires as the research methods,and “Dou Yin” music social short video platform as the research object.In order to explore the reasons that affect users' participation in mobile short video stream ads.By combing the literature and combining the relevant theoretical foundations,this paper incorporates perceived usefulness,perceived entertainment,perceived interference,and perceived risk as independent variables into the research framework,and takes user's acceptance attitudes and participate willingness as dependent variables.Based on the characteristics of mobile short videos,this paper adopts scene adaptation and immersive interaction as mediating variables,adopts social atmosphere as the moderator of ads perception attitude and user's acceptance attitudes.Based on this,the research model is constructed and related hypotheses are proposed.The paper found that perceived usefulness and perceived entertainment will positively affect the user's attitude to advertising acceptance;perceived interference and perceived risk will negatively affect the attitude to advertising acceptance;the attitude of advertising acceptance will positively affect the willingness to participate;scene adaptation and immersion Interaction plays an intermediary role in the relationship between ads perception attitude and user's acceptance attitude;social atmosphere plays a mediating role in the relationship between ads perception attitude and acceptance attitude.Based on the data analysis,according to the existing problems of short video stream ads,this paper proposes some practical suggestions: enhancing scene insight,improving precise delivery,focusing on creative expression,utilizing data advantages,and improving the resource matrix.