| With the development of mobile Internet technology and communication technology,the types of advertisements based on communicative social media are gradually enriched and diversified.Among them,as a new form of "soft advertisement",information flow advertisement is particularly favored by advertisers because it is different from the "strict advertisement" form of precision marketing advertising promotion.Wechat Moments information flow advertisement rose to prominence at the beginning of 2015.The first wechat Moments information flow advertisement with vivo smart phone,BMW automobile and Coca Cola as the marketing content was released on the wechat Moments page,winning hundreds of millions of time of exposure to the three advertisers.However,the acceptance attitude of wechat users on the existence of information flow advertisement in the circle of friends is different.Some wechat users think that information flow advertisement is acceptable as a new situation,and they are willing to participate in it,while some wechat users believe that the emergence of such information flow advertisement in the circle of friends under the strong relationship chain will cause certain interference for users to browse the circle of friends.In addition,information flow advertisement is accurately pushed based on adult data algorithm.Users worry that information flow advertisement will cause privacy invasion and property security risks.Wechat users’ participation in the information flow advertisement in wechat moments of friends is affected by a variety of factors.This study takes the users of wechat moments information stream advertisement as the main research object,adopts literature research method and questionnaire survey method to study the factors that affect the participation behavior of wechat users in wechat Moments information stream advertisement.Through sorting out relevant theories and studies,Davis’ TAM initial model was selected for model construction research,and perceived risk,perceived interference,self-presentation and subjective norms were added as evaluation indicators of advertising participation effect,and relevant hypotheses were proposed and conceptual models were built.On the basis of data analysis,it verifies the factors that influence user participation behavior of wechat Moments information flow advertisement and draw a conclusion.According to the study: users perceived usefulness to wechat Moments information flow advertisement has a significant positive impact on users’ attitudes,while perceived interference and perceived risk have a significant negative impact on users’ attitudes.Self-presentation and subjective norms have a significant positive impact on wechat Moments information flow advertisement participation.Attitude plays a mediating role between users’ perceived usefulness,perceived risk,perceived interference and participation behavior in wechat Moments information flow advertisement,but has no mediating role between perceived ease of use and user participation behavior,and perceived ease of use has no influence on users’ attitude and use behavior.Based on the above conclusions,this study has carried out a corresponding analysis on user participation factors and influences of wechat Moments information flow advertisement. |
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