| With the popularization of video advertising materials in mobile terminal and the maturity of conversion link technology,inspiring video ads gradually developed into a mainstream advertising favored by mobile game industry.It gives the user the right to choose autonomously and is more easily accepted by the user How does mobile game inspire video ads effect? Is it affected by advertisement cognitive properties? These questions become the focus of this paper.This paper makes We Chat Mini Game as its study object.Based on the Internet advertising attitude model,combined with the characteristics of inspring video ads,advertising entertainment,information,interference,credibility and incentive are used as independent variable.Immersive experience and the value of perceived inspring video ads are used as intermediary variable to verify the effect of advertisement from the three dimensions of cognition,emotion and behavior tendency.By means of questionnaire survey and in-depth interview,SPSS and AMOS statistical software were used to analyze the data,and a small number of samples were selected to conduct indepth interview on the results of empirical study.It is found that the information,credibility and inspiration of inspiring video ads in We Chat Mini Game have a significant positive impact on the cognition,emotion and behavior tendency of advertisements,while the entertainment of advertisements has a significant positive impact on the cognition and emotion of advertisements.Advertising interference has no effect on advertising effects;immersive experience and perceived inspiring video ads value play a part of mediating role in the relationship between advertising characteristics and advertising effects;Inspiring video ads within 15 seconds is more likely to be accepted by players.Based on the results,this paper puts forward some suggestions on inspiring video ads in We Chat Mini Game,so as to provide reference for the production and release of inspiring video ads. |
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