| In the era of Internet,netizens gradually turned from computers to mobile devices.Nowadays,short video has become a more efficient way of communication,and it shows a trend of rapid development.Short video news-feed advertising has the largest share of short video revenue and is of great value.However,each platform often measures advertising effectiveness by indicators such as advertising exposure and click-through rate.The user’s true willingness,feelings and experience have been ignored.If we can’t deeply interpret and discover the user’s psychological dynamics,relying solely on indicators such as exposure times and click-through rates is not enough to comprehensively and objectively measure the effectiveness and actual value of the news-feed advertising.News-feed advertising is a new type of advertising in the Internet era,and there are many studies on the factors that influence its willingness to accept.However,short video news-feed advertising have certain specialities,and there are differences in the general news-feed advertising receiving process.Users experience three different phases in the process of receiving short video news-feed advertising,each with distinct model of reactions.Therefore,this study selected the most representative short video APP as the research object,trying to find out the user’s true advertising acceptance,advertising attitude and reaction behind the click-through rates by researching the influencing factors of the receiving process and the willingness to accept in the future.Inspired by relevant research,combined with small-scale in-depth interviews,this study identified seven independent variables,and four dependent variables:"whether to watch ads","whether to watch the full advertisement","whether to interact with the ad" and "future advertising acceptance",to construct the research model.The study used the questionnaire survey method(N=513),and the binary logistic regression and multiple stepwise regression analysis methods to conduct hypothesis testing,and reached the following conclusions.(1)When the TikTok user receives the advertisement,the proportion of users who choose to watch is 71.2%,and factors affecting this behavior include advertising creativity,perceived risk(negative influence)and personal innovativeness.(2)When the TikTok user watch advertising,the proportion of users who choose to watch the full advertisement is 35.5%.In this process,advertising creativity and personal innovativeness are important factors.(3)Regardless of whether it is watched or not,users who have interacted with news-feed advertising account for 25%,and advertising creativity,performance expanctancy and perceived precision(negative influence)significantly affect whether the TikTok users are engaged in news-feed advertising interactive.(4)Performance expanctancy,advertising attitude,personal innovativeness,social influence and perceived risk(negative influence)all significantly affect whether the TikTok users are willing to accept news-feed advertising in the future. |
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