Research On The Influencing Factors Of Appropriation Attitude Of App Advertisement Audience

With the continuous development of mobile communication technology and the basic popularization of 4G network technology,the use of smart phones is also more and more people,a wide range of powerful and powerful smart phone App for the user's life provides a great convenience,App also won a large audience,as a new media,also known as the advertising industry to compete in the market.In the mobile App advertising market continues to expand at the same time,although now the popularity of soft and hard technology to promote the growth and popularity of mobile App,but how to play the advantages of mobile phone App these technical characteristics,so that the audience easier to adopt mobile App advertising.In this context,the audience for the mobile App ad adoption attitude of the influencing factors has become worthy of study.After a lot of background analysis and literature combing,based on the empirical research experience of previous people,this paper uses the relevant theories and research of diffusion and innovation of communication disciplines.In the predecessors' basic model,the influence factors,social influencing factors,The introduction of perceptual entertainment and perceived risk variables,through empirical research,examine these four variables on the audience to adopt the appeal of the mobile phone App intention,through the hypothesis model for correlation analysis,regression analysis,this article that the mobile App advertising audience acceptance will Factors,the influencing factors,the social influencing factors and the perceived pleasure factors have a positive effect on them,and the influence of perceived risk factors is not significant.Finally,according to the results of regression analysis,this paper puts forward the suggestion of advertising operation of mobile App.