Research On Influence Of Consumer Innovativeness On The Intention Of Clicking On SNS Advertising

SNS advertising is a new form of advertising that appears along with the development of social networking service.Compared with traditional advertising,SNS advertising is more accurate and effective.Internet has been developing rapidly in recent years.Especially with the emergence of mobile Internet,social networking has become an essential application of Internet user.Social networking products have also become an important advertising platform for advertisers.Although the application of social networking advertising has been extensive,the theoretical research on social networking advertising is relatively few.Most of the existing research begins with the characteristics of social network advertising itself,but few studies have studied the impact of consumer characteristics on the effect of SNS advertising from the perspective of consumers.SNS advertising achieves precise delivery by analyzing users' characteristics.Therefore,it is of great theoretical and practical meaning to study the influence of consumer characteristics on the click will of SNS advertising.Based on the research model,this paper studies the relationship between consumer innovativeness and the willingness to click on SNS advertising.This research use the structural equation model and some statistical tools such as Amos and SPSS to demonstrate that consumer innovativeness has a significant positive impact on perceived usefulness,perceived ease of use and perceived entertainment,and has a significant negative impact on perceived interference.And perceived usefulness,perceived ease of use and perceived entertainment has a significant positive impact on consumers' attitude,perceived interference has a significant negative impact on consumers' attitude.Consumers' attitude has a significant impact on SNS advertising clicking intention.This study provides a theoretical support for the dissemination of SNS advertising.It achieves better advertising results for social networking providers and advertising providers,and enables consumers to get better experience when they watch advertisements.