A Sutdy Of Influence Factors Of User’s Click Willingness Of Phone APP AD

With the continuous development of the information technology of the Internet, thegrowing popularity of the third generation mobile communication technology, thesmartphones are used by more and more people. In order to win the market the majorsmartphone operating system companies provide more and more applications tosmartphone users, so all kinds of mobile phone APP users gradually increased, phoneAPP platform, advertisers and network providers seemed the APP users as the targetmarket. Although the mobile Internet technology developed rapidly, the smartphones’functions gradually increased and the technology has been steadily progressing, howthese technologies really take advantage of the phone APP ad, how to make mobilephone users click phone APP ad is a very serious problem. The article made assumptionof the impact factors of the will of the phone APP ad click, built and analyzed a model,then come to the conclusions. Based on the assumptions and conclusions I providedsome management recommendations about how to expand the market of mobile phoneAPP.Firstly, the article reviewed the related literatures of APP advertisements, analyzedand summarized the current domestic and international research status on the phoneAPP ad, Based on the theoretical model of UTAUT, combined with the phone APP adfeatures I introduced consumer experience, And adjust the original model variables forthe advertising performance expectancy, effort expectancy and social Infiuence of thethree variables. Then, the perceived risk as variables and the importance of perceivedprivacy as adjusting variables. At time, The control variables of the original model hasbeen adjusted, gender、mobile phone brand、screen size and cell phone traffic as the fourcontrol variables to test significant.Then I built a willingness Factors Influencing modelof the phone APP ad clicks.Secondly, based on the main model built by consultation and pre-survey I issued400formal questionnaire.330valid questionnaire were finally recovered Through bothelectronic and paper-based questionnaire. The paper used SPSS17.0on questionnairedata analysis, AMOS18.0on structural equation modeling analysis finally proved effective model assumptions were ture.Finally, combined with the actual situation of the phone APP ad the articleexplained all the analysis results. According to final data analysis, the paper gave somerecommendations and reference to the phone the APP ad industry chain parties. Thewillingness influencing factors modeling of phone app ad click would help understandthe factors affecting the phone APP ad clicks. Not only to help the industry chain partiesdo precision marketing model, also help researchers understand the phone APP ad clickwill influence factors which with reference significance to promote the domestic phoneAPP ad industry to achieve further development.