A Research On Communication Effects Of The News Feed Ads In WeChat Moments Based On Perceived Value Theory

With the continuous development of Internet information technology and the ever-changing marketing environment,the spread of online advertising has entered an era of intelligence and personalization.Relying on big data and cloud computing technology,We Chat news feed advertising has risen strongly with its advantages of native content,precise positioning,and rich forms,and has steadily occupied the advertising market.However,in the face of We Chat users who are more familiar with news feed advertising and more concerned about the personal advertising experience,the effect of the ads communication is still worth verifying.Therefore,this study takes news feed ads in We Chat Moments as the research object,and explores the achievement status,influencing factors and functional approaches of its communication effect.This study combines literature review and depth interview: Relying on hierarchy model of advertisement effect to take advertising attitude,brand attitude,and purchase intention as the measurement indexes of advertising communication effects;Based on the theory of perceived value,perceived precision,perceived entertainment,perceived social interaction,and perceived interference are included in influencing factors of advertising communication effects;At the same time,privacy concerns were introduced as moderators,and a influence mechanism model of advertising communication effect was constructed.The questionnaire survey and data analysis were used to verify the hypothesis and revise the model.The research found that: the three factors of advertising communication effectiveness as the dependent variable,the four factors of perceived value as the independent variables,and the use of the mediating effect of advertising attitudes to build a influence mechanism model of advertising communication effect is confirmed;The overall communication effect of the news feed ads in We Chat Moments is not ideal,but its value in the brand communication is Worth of recognition;the perceived precision,perceived entertainment,perceived social interaction,and perceived interference of We Chat users are significantly related to their advertising attitudes,of which perceived precision has the greatest impact;We Chat users' privacy concerns are at a high level,and play a negative regulating role in the influence path from perceived precision and perceived entertainment to advertising attitude.Based on the results of this research,this article makes recommendations to We Chat platform operators and advertisers: Firstly,they'd better to take multiple measures to enhance the advertising value.Adhering to the user-centric concept,skillfully using fashion elements,seeking technological innovation,and focusing on content optimization,comprehensively improve the user's perceived benefit and effectively reduce their perceived sacrifice.secondly,they should put users at first priority and respect their privacy.On the basis of continuous improvement of the data collection mechanism,more right to know should be given to users and the term notification + data classification should also be adopted to achieve a balance between advertising precision and privacy protection.