Research On WeChat Moments Users' Willingness To Action: The Mediating Role Of Advertising Acceptance

The rapid development of mobile Internet has changed the media use habit of Internet users and also makes the traditional advertising arrested progress.As the technology and development opportunity of big data mature,news feed ads are developing rapidly.Sina weibo and Tencent WeChat one after another in their respective social platform launched news feed ads,and produce good effect.At the same time advertisers began to regard news feed ads as an important way of marketing for enterprise,but advertisers are still plagued by the plight of "high click,low transformation".Based on this specific background,this paper takes the advertisement of the moments launched by Tencent as the research object,and studies the influencing factors of behavioral intention.Firstly,the mediating effect test was tested on the relationship between persistent-usage,acceptance to advertising and behavioral intention.The study found that acceptance to advertising played a part mediating role between the persistent-usage of moments and behavioral intention.On this basis,we established a structural equation model and the result show that performance expectancy,effort expectancy,entertainment and social interaction directly affect persistent-usage;Immersive experience,exact experience and interestingness directly affect the acceptance to advertising.In addition,we conclude that the persistent-usage of moments,acceptance to advertising,performance expectancy,effort expectancy,entertainment and social interaction,immersive experience,exact experience and interestingness will directly or indirectly have a significant positive impact on the action intention of users in moments.Depending on the above research results,the mediating effect of acceptance to advertising and the internal mechanism--selective exposure which affects advertising effect are discussed in depth at the theoretical level.From the perspective of practice,specific suggestions are put forward from the two perspectives of advertising platform and advertising itself : First,pay attention to the role of the platform,improve user utilization rate and improve the platform viscosity;Second,pay attention to the quality of advertising and improve the user's acceptance to advertising.