Abstract
In the era of the Internet, advertisements in WeChat moments hold been pouring in and favored by businesses. But as the number of advertisements in WeChat moments increases, the quality is uneven. Users have different attitudes towards it, and some users even loathe it. How to meet the needs of users, accurately capture the interests of users and improve the acceptance of users is still an urgent problem to be discussed. Based on the theoretical framework of planned behavior and questionnaire survey, this paper explores the influencing factors of acceptance willingness of advertisement in the information flow of WeChat moments. Research shows that control belief has the most significant impact on users’ acceptance willingness. Different age and income levels also have impacts on users’ acceptance willingness. Young and middle-aged users and middle-income groups have a higher degree of acceptance of WeChat advertisement. Therefore, opinion leaders can be used to positively guide users to accept the subjective norms of advertisements in WeChat moments. In terms of the content and form of advertisement, researchers can enrich the content of advertisement and simplify the participation steps to improve users’ belief in control. In addition, developers can use big data to identify target users and implement precise delivery. Moreover, they can capture users’ behavioral willingness to enhance users’ acceptance of advertisements in WeChat moments.
Highlights
WeChat advertisement mainly includes two forms, WeChat moments advertisement and advertisements on the official accounts subscribed
(2) Relevant investigation on advertisements in WeChat moments based on the theoretical framework of planned behavior: the influencing factors of users’ acceptance willingness were explored by designing four parts: behavior attitude scale, subjective norm scale, perceived behavior control scale and behavior willingness scale
In the measurement dimension of cognitive convenience, the results show that sufficient time and enough Internet speed and traffic provide cognitive convenience for browsing advertisements in WeChat moments, and cognitive convenience positively affects the willingness of the audience
Summary
WeChat advertisement mainly includes two forms, WeChat moments advertisement and advertisements on the official accounts subscribed. Compared with traditional forms of advertisement, it has the advantages of fast dissemination, accurate positioning and strong interactivity, and can collect feedback data through user interaction to improve the return rate of advertisement. What are the factors that affect the willingness to accept advertisements in WeChat moments? How do these factors affect user behavior? How to improve users’ acceptance of advertisements in WeChat moments? In order to solve the above problems, this paper explores it based on the theoretical framework of planned behavior theory. Through questionnaire survey and data analysis, factors affecting user acceptance degree are clarified, and feasible suggestions are provided for improving user acceptance degree of advertisement in WeChat moments
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