Research On User Acceptance Of Information Stream Advertising On Short Video Platform Based On UTAUT Model

With the rapid development of the Internet,the scale of the online advertising market has expanded rapidly,and innovative online advertisements such as information flow advertisements have emerged.Information flow advertisements are highly interactive,accurately pushed according to user characteristics,support secondary dissemination through sharing and comments,and finally achieve the purpose of naturally integrating user information flow dynamics,achieving high touch rate without disturbing users.In recent years,the short video industry has developed rapidly.Information flow advertisements has become one of the most important commercial realization methods for these short video platforms.This study takes the information flow Ads of short video platform as the research object and examines the degree of user acceptance.First,this study defines the basic concepts of short video platforms and their information flow Ads,and sorts out relevant literature.Then,based on the theoretical basis of the UTAUT model,this study preserves the four core variables of perceived usefulness,perceived ease of use,community impact,and convenience conditions in the UTAUT model.At the same time,the three variables of advertising creativity,precision push and media influence are added because of the characteristics of the short video platform.The user acceptance model is constructed by combining the user's willingness to use and the behavioral evaluation.The model was tested by questionnaires and data analysis.The research shows that the four variables of perceived usefulness,community influence,advertising creativity and media influence positively affect the user's willingness to use information flow Ads in short video platforms,while the perceived ease of use,convenience conditions and precision push have no obvious influence on the willingness to use.The influence of the media and the willingness of users positively affect the user's usage behavior.According to the conclusion,this study proposes five optimization suggestions: to improve the value of advertising content,to promote user interaction,to increase the creative form of advertising,to optimize the precise placement of advertising,and to establish a good media image.