| The continuous innovation of information technology has brought tremendous changes in the media landscape.The rapid development of Internet and the more smart phones have not only affected the traditional forms of media,but also make people's lifestyles change greatly.At the same time,it bring the huge revolution in the advertising industry.The scale of the online advertising market has expanded rapidly,and forms such as the news feed advertisements have emerged.The news feed ads is an advertisement form that customers are promoted on their preferences and characteristics according to social group attributes.It is secondarily spread through sharing and commenting.Its main form of presentation is interspersed with information and integrated into user's friends dynamic in a natural way.Therefore,it can achieve a high reach.WeChat is a social software launched by Tencent Technology on January 21,2011.It is a free application for instant messaging services for mobile devices such as smart phones and tablets.The circle of friends officially launched information flow advertising on January 25,2015 by the WeChat team,which has won the impression of thousands of times or even billions of dollars for advertisers.It has aroused widespread concern in the industry.however,a series of problems in communication began to appear,such as the frequency of advertisements being too high,the inaccurate information pushed,and the infringement of personal privacy.which undermined the user experience and affected the communication effect of advertisers.Therefore,how to effectively market the news feed ads has become an urgent problem to be solved.This study takes WeChat friends circle news feed advertisement as the research object and examines its user acceptance behavior.It use the research methods such as literature research method and questionnaire survey method.It base on the theoretical basis of the integrated technology acceptance and use model(UTAUT).It retain the four variables of performance expectancy,effort expectancy,social influence,facilitating condition in the UTAUT model,add the four variables of content creation,accurate delivery,advertising attitude and perceived risk,and combined with the user's intention and behavior of the two indicators.It construct a user behavior model and make corresponding assumptions.Through empirical research,the degree of influence of each variable is obtained,and the hypothesis is tested.Through empirical research,it is concluded that five variables positively affect users'behavioral intention to WeChat friends circle news feed advertisement,perceived risk negatively influence on users' behavioral intention,and the impact of advertising attitude and facilitating condition on willingness to use is not obvious.on the other hand,the facilitating condition and the user's willingness to use positively affect the user's usage behavior.Based on this,we propose optimization suggestions for the delivery of WeChat news feed ads for advertisers and WeChat platforms. |
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