Study On The Influential Factors Of Adoption Intention Of WeChat Moments Advertisements

In recent years, with the development of the Mobile Internet, the number of mobile phone users increased rapidly, instant messaging has become one of the major channels for people to communicate, the We Chat is one of the important one. We Chat is used more and more widely, has been launched until today, monthly active users had exceeded 650 million users covering more than 200 countries and regions. We Chat has many advantages, such as high accuracy, strong communication, high privacy, user base and low-cost etc., so quickly became marketing channels that were paid close attention by many companies. We Chat Moments Advertisements were put out in January 2015. And the advertisement is very precise, so the advertising effect is very good, but many users think the function maybe violate their privacy. And the advertisement is In-Feeds advertisement, so some users think the advertisement will affect them to browse the Moments. So how to improve the advertising effect, find the influential factors of users’ adoption intention is very important and imperative.Based on this background, combination of theoretical knowledge and empirical research methods, this paper conducts a study on the influence factors of the We Chat Moments Advertisement users’ adoption intention. First, based on a comprehensive literature review on We Chat, Moments Advertisement, Adoption Intention and technology adoption model. Secondly, the theoretical model in this paper has been established, the research assumptions, factors advertiser’s intention and the questionnaire is formed. Thirdly,the empirical analysis on users’ adoption intention is conducted via SPSS and AMOS. Finally, the user’s attitude and intention adoptive relationship is to analyze and study all the assumptions of empirical verification.Through the empirical analysis, the paper obtains eight conclusions:(1) Attitude has a significantly positive impact on adoption intention of We Chat moments advertisement users;(2) Perceived Usefulness can positively affect the attitude and adoption intention;(3) Perceived ease of use can positively affect the perceive usefulness and attitude;(4) Perceived disturb has a negative impact on attitude;(5) Perceived risk also negatively affect the attitude and adoption;(6)Perceived precision can positively affect the attitude, but have negative impact on Perceived disturb;(7) Subjective norms can positively affect the adoption intention;(8) Different user characteristics and usage backgrounds lead to different users perception. According to variance of results of the study on We Chat Moments Advertisements made several recommendation.Different user characteristics and context of use on micro-channel advertising time made several recommendations.