Influence Of Mobile Social Advertising Features On User Experience And Attitude

Mobile social advertising refers to the advertisements appearing in the mobile social applications. In recent years, along with the rapid development of mobile Internet, mobile social advertising has shown its great prospects and value. Mobile social product designers, advertising platform operators and advertisers are eager to discover the possibilities of mobile social advertising. In contrast, there are a limited number of researches on mobile social advertising in academia.In this thesis, we put forward the concepts and relation model of physical attributes, cognitive attributes, and users’ perceptive attributes in mobile social advertising. Advertising physical attributes include scene and form of advertising. Advertising cognitive attributes include informativeness, entertainment and irritation of advertising. Users’perceptive attributes include user experience and attitude.We studied the users’cognition and perception to advertisements in different scenes and forms by a design cognitive experiment. The results of the experiment were discussed, after the descriptive statistical analysis, repeated measures variance analysis and confirmatory factor analysis. According to the conclusion, advertising scene feature has an influence with significance on all cognitive attributes, and advertising form feature has an influence with significance on informativeness, entertainment and distraction of irritation, but does not have an influence with significance on intrusiveness and annoyance. As to user experience, entertainment has more influence than informativeness, but irritation has a negative influence on user experience. As to user attitude, informativeness has more influence than entertainment, but irritation has no influence with significance on user attitude. Generally, dynamic opening screen advertisement is superior to other advertisements in cognition. Banner advertisement has more disadvantages, for it is an incondite transplant of web advertisement. Static opening screen advertisement is better than static information flow advertisement, but worse than dynamic information flow advertisement in cognition.There are academic value and application prospects in this thesis, which can contribute to the design and delivery of mobile social network advertising.