| According to the report released by CNNIC,by the end of 2018,there were 829 million Internet users in China,including 817 million mobile Internet users that are 98.6% of Internet users.In the context of mobilization of Internet users,people are increasingly considering social media applications as an important part of daily life,and are more likely to transfer their interactions to virtual platforms(WeChat,QQ,Weibo,Facebook,Instagram,LinkedIn,Twitter,etc.).Social tools have gradually become a platform for connecting consumers and advertisers,and WeChat is the representative.At present,WeChat advertising is mainly composed of moments advertising,public number advertising and small program advertising.This article focuses on moments advertising,starting from the characteristics of moments advertising,researches the impact of moments advertising characteristics on advertising avoidance.After reviewing the existing literature,this paper is based on the previous scholars’ research on advertising characteristics.At the same time,combined with the actual situation of WeChat moments advertising,and summarizes the characteristics of moments advertising as informativeness,intrusiveness and personalization.Then based on relevant theories,the author deeply studies the relationship between the characteristics of moments advertising and advertising avoidance.The author also researched the role of psychological reactance in this relationship.At the same time,because personalization easily leads to privacy concerns,the relationship between personalization 、 privacy concerns and psychological reactance is studied.In this paper,the data needed for the research were collected by questionnaires,and a total of 287 valid questionnaires were collected.After that,the paper uses SPSS and Smart PLS for reliability and validity analysis,and uses Smart PLS to verify the structural equation of the research model.The research results show that the informativeness of WeChat moments advertising has a significant negative impact on psychological reactance;invasiveness has a significant positive impact on psychological reactance;the relationship between personalization and psychological reactance is not significant;personalization has a significant negative impact on privacy concerns that the relevant assumption has not been verified;privacy concerns have a significant positive impact on psychological reactance,psychological reactance has a significant positive effect with advertising avoidance.In addition,this paper uses a supplementary analysis of whether it is a bit of like and comments as a grouping variable.It is found that there is a difference in the relationship between invasiveness and psychological reactance,and there is also a difference in the relationship between privacy concern and psychological reactance. |
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