Research On User Acceptance Of Creative Interpolation In Web Series

The Internet era has witnessed the rapid development of online video platforms,as well as web series.In the meantime,driven by the demand for commercialization,there are always new forms of advertisement in web series.Creative interpolation is exactly the innovative product under such circumstance.Frequently seen in web series,creative interpolation is a unique form of advertising of China.It appears in the middle of the video playback and each creative interpolation is rooted in the original drama to construct its own plot and scene design.In other words,creative interpolation uses actors and roles from original drama to play its designed story and introduce the target product in the form of a "side story".However,despite its popularity in the first few years,there have been some exposed problems in recent years such as homogeneity of creativity and rigid insertion,which also begins to affect users' acceptance of creative interpolation.Therefore,from the perspective of the audience,it is undoubtedly worth discussing how to improve the quality of creative interpolation and how to optimize the advertising effect by discussing the factors influencing the acceptance of the audience.Based on the original UTAUT model and its variables,this paper introduces two new variables:perceived fitness and advertising creativity,to study the influencing factors of user acceptance of creative interpolation.This paper uses questionnaire survey and in-depth interview to conduct the research.A total of 346 valid questionnaires were collected and 8 users were interviewed.The results show that performance expectation,effort expectation,social influence,perceived fitness and advertising creativity all positively affect usage intention.Usage intention and facilitating conditions both have a positive impact on use behavior.Among these factors,social influence,advertising creativity and perceived fitness have more significant influence on usage intention.Therefore,this paper believes that advertisers should constantly strengthen the matching degree between creative interpolation and the web series and make them more suitable with each other.At the same time,advertisers should find a way to come up with more new ideas and constantly look for new selling points.