The Research On The Affecting Factors Of User's Acceptance Behavior On TikTok's UGC Advertisements

With the rise of mobile internet technology,the emergence of short videos can satisfy people's fragmented and scene-oriented reading habits,and feeds-advertisements embedded in content appear.At the same time,the improvement of individual subjectivity makes User Generated Content the production logic of major platforms,and UGC feeds-advertisements have also appeared.Therefore,this study takes the audience of Tik Tok's UGC advertisements as the research object to examine the factors that affect the audience's acceptance of Tik Tok's UGC feeds-advertisements.This study uses the literature research method and in-depth interview method to construct the “Tik Tok's UGC advertisements audience acceptance behavior influence factor model”,and put forward 9 research hypotheses.Use questionnaire survey method to collect sample data,use SPSS23.0 and AMOS20.0 statistical software to carry out reliability analysis,validity analysis and structural equation model analysis of the data.The study found that performance expectations,effort expectations,social influence,advertisement performance and the authority of advertisement publisher have a positive impact on advertisement intention;risk perception has negative impact on advertisement intention,and the authority of advertisement publisher.Finally,suggestions are made for the development of UGC advertisements from the two levels of the advertisement publishers and Tik Tok platform.