Influencing Factors Of User’s Adoption Of Feeds Advertisement

Information flow advertising is a kind of innovative online advertising,which can accurately deliver according to users’ information and use behavior,and naturally integrate advertising into users’ browsing information flow to reduce the interference of advertising.With the characteristics of accuracy,originality and good advertising marketing effect,information flow advertising is increasingly favored by advertisers,and its market also maintains a positive development trend.Information flow advertising has gradually become one of the most important commercial realization means of various network platforms.The research object of this study is the information flow advertising of Zhihu platform.Besides,the knowledge base of this study is the technology acceptance model(Technology Acceptance Model,简称 TAM).This study builds the analysis model of influencing factors of information flow advertising user adoption,introduces the informative,entertaining,disturbing and other factors of advertising,puts forward hypotheses,designs scales,and obtains data through questionnaire survey for empirical research.After collecting 378 questionnaires related to the adoption behavior of information flow advertising,the data were analyzed by data analysis software that was frequently used.According to the results of descriptive statistics,the test of reliability and validity,the data is valid and can be used for follow-up analysis.The Structural Equation Model was used to verify the model and determine the influencing factors and paths.The results show that the information,entertainment,personalization and users’ perceived ease of use of information flow advertising have a significance positive influence on users’ perceived usefulness,and then can affect users’ behavioral intention of information flow advertising and users’actual use behavior.This research puts forward the following proposes for the optimization of information flow advertising in the delivery process:improve the information of advertising and enhance the content value of advertising;Improve the entertainment of advertising and enrich the creative forms of advertising;Optimize the accurate delivery of advertising and improve the degree of personalization;Reduce the interference of advertising to users;Improve the ease of use of information flow advertising related operations.