| With the development of the Internet and information technology,traditional advertising has gradually declined,and Internet platforms have become a new channel for brands and advertisers to advertise.From pop-up ads to search ads,to native ads and news feed ads,the Internet advertising market is constantly developing In the process of growth,new vitality emerges.Among them,native advertisements stand out among mobile Internet advertisements by virtue of precise push mechanism,native features deeply integrated with media forms,and highly interactive support for sharing and commenting,and have become the marketing promotion of many advertisers.New selection.ln recent years,with the explosive development of short video platforms such as TiktTok and Kuaishou,native advertising is gradually becoming an important means of commercial realization of short video platforms,and its commercial value cannot be underestimated.Therefore,based on the above background,this study selects TikTok,the most popular and representative platform at the moment,and takes the short video native advertisements as the research object.lt is hoped that through the research of this paper,we will deeply understand the influence of users’acceptance and participation in short video native advertisements.What are the factors,and then put forward constructive suggestions for the brand side and advertiser’s future advertising.The author selected more than 20 subjects to conduct in-depth interviews to gain a preliminary understanding of users’use and evaluation of native advertising,and to provide reference for subsequent model construction,scale design,and conclusions and suggestions.Then,based on the theoretical basis of the UTAUT model,combined with relevant literature and in-depth interview results,the variables of gender,age,performance expectations,effort expectations,social influence,willingness to use,and use behavior are retained,and at the same time,precise push,advertising quality,brand familiarity,and leveling influence are added.And the five new variables of perceived risk,change the willingness to use to the willingness to accept,to intuitively express the user’s psychological acceptance,subdivide the variable of use behavior into participation behavior and purchase behavior,and finally build TikTok native advertising users Embrace behavioral research models and formulate hypotheses based on the models.Data were collected through questionnaires,and SPSS and AMOS data analysis software were used for empirical analysis of the data.The final research results show that performance expectations,effort expectations,accurate push,brand familiarity,and platform influence all positively affect user acceptance intention,while perceived risk has a negative impact.These variables positively affect participation and purchase behavior through acceptance intention,gender,and gender.There is a moderating effect on the relationship between independent variables and willingness to accept.The influence of social influence and advertising quality does not hold,nor does the moderating effect of age hold.Finally,based on the empirical research results,the author puts forward four optimization suggestions for brands,advertisers and platforms:first,to enhance advertising value to meet user expectations;second,to optimize accurate push to enhance advertising effects;third,to focus on brand building and strengthen platform trust;fourth,Protect user privacy and strengthen safeguard mechanisms. |
