| Under the influence of the epidemic in 2020,the traffic will be further tilted to the mobile end.With the shift of user attention,the proportion of mobile advertising in online advertising will be further increased,accounting for more than 85% in the future.The rapid growth of traffic and the acceleration of commercialization process in the short video industry have attracted the attention of a large number of advertisers,and the budget will be significantly tilted to the short video platform,which has brought great impact on the growth of the mobile advertising industry New energy.Information flow advertising can customize different personalized information for users,and organize the fragmentation time of users.Short video information flow advertising presents the advertising information in the short video that each user is browsing at the most appropriate time.This new form of advertising,which can be cleverly hidden in the information flow,and can provide users with interactive and sharing functions,is favored by advertisers.In recent years,with the rapid development of short video industry,information stream advertising has become one of the most important commercial means of short video platform.Due to the late introduction of information flow advertising,and short video platform information flow advertising has sprung up from the past two years,and the development path is also facing many problems and challenges.How to make short video platform and information flow advertising harmonious and win-win,how to better let users "pay" and "digest",and how to solve the problems in the development path of short video information flow advertising And put forward scientific and efficient development countermeasures to enhance the user’s acceptance of short video stream advertising,has become an urgent research topic.This research is based on the representative short video platform "Kwai" as the research object.Based on the UTAUT Model L & S model,combining the relevant classical theories and previous research results of information flow advertising,and introducing the new variable design according to the author’s practical learning,a conceptual model is established to analyze the factors that affect the user’s cognition,emotion and intention by the "Kwai" information flow advertisement.This study uses SPSS and Amos software to analyze the data,in-depth analysis of the short video platform information flow advertising on the audience from cognition to emotion to intention of the three dimensions of the impact of the relevant factors,in order to analyze the advertising communication effect,in view of the information flow advertisers and short video platform,the short video platform information flow advertising launch and development put forward operable product strategy With promotion suggestions,promote the healthy development and commercial profit of short video industry while improving user experience. |
