Kuaishou APP Information Flow Advertising Audience Acceptance Line Is The Study Of Influencing Factors

With the rapid development of mobile Internet,information flow advertising provides a new opportunity for the development of advertising.Information flow advertising is a kind of advertising with native attributes,which is characterized by accurate delivery,high interactivity,high conversion rate and low disturbance.It can hide the brand information of advertisers through various media platforms,and obtain considerable advertising income without affecting user experience.Kuaishou,one of the short video apps with a large number of user base in China,has covered more than 100 million people.In March 2017,the commercial section of information flow advertising was officially tested.Although Kuaishou has gone through five years development,it is still in the flow bonus period.This study deeply explores the information flow advertising of Kuaishou and its audience acceptance behavior with the help of literature research method,questionnaire survey,data analysis and other research methods.In the theoretical model of user acceptance behavior,Unified Theory of Acceptance and Use of Technology(UTAUT),six main variables remain unchanged,namely,performance expectation,effort expectation,social impact,enableconditions,use intention and use behavior.According to the attributes of Kuaishou information flow advertising and platform,five new variables are added,including advertising accuracy,advertising credibility,content fun,privacy infringement,and platform satisfaction.This study takes Kuaishou as an sample to conduct empirical analysis for finding the factors affecting the acceptance of advertising audiences.Finally,the sample data of the questionnaire are analyzed to summarize the intention of using kuaishou information flow advertising of different factors in the model,and the application effect of the model is tested in order to verify the relevant hypotheses proposed in this study,and finally determine the new acceptance model obtained in this study.The results show that users' intention to use kuaishou information stream ads is influenced by performance expectation,effort expectation,social influence,facilitation conditions,advertising accuracy,advertising credibility,content interest,privacy invasion degree and platform satisfaction.Among them,social influence and platform satisfaction have no significant influence on the audience's willingness to use,so these two hypotheses are not valid.Other variables have significant influence,and their corresponding hypotheses are valid.Based on these conclusions,there are three implications for the ads of Kuaishou Information Stream based on the categories of audience experience,advertising conversion effect,precise delivery,and privacy infringement.First,users should change from passively accepting ads to actively seeking ads;Second,media platform reasonable and moderate planning of advertising position;Third,optimize the advertising situation,from "catering to local taste" to "rich advertising forms",in order to provide direction for the further development of Kuaishou information flow advertising.