Research On Features Of Wechat Feeds Advertisement Impact On Users' Advertisement Attitude

The rapid development of social media applications has made We Chat a top ranking platform for mobile users.We Chat feeds advertisement function presents a strong marketing avenue for competing companies hence it has become an area of interest to researchers.This research therefore used empirical data to explore a user's attitude towards We Chat feeds advertisement in moments.Furthermore,the relationship between features of Wechat feeds advertisement and advertisement attitude of users was also investigated.Based on theoretical frameworks and related literature,this paper puts forward a relational model describing the relationship between the features of Wechat feeds advertisement,advertisement attitude,product type and the advertisement type.Questionnaires were designed according to the theoretical model and 255 valid questionnaire responses were collected.With the aid of SPSS18.0 statistical software and regression analysis method,the relationship between the feeds advertisement features and advertisement attitude,and the moderating effects of product types and advertisement types on the mentioned relationship were empirically analyzed.Results of empirical analysis show that:(1)Features of We Chat feeds advertisement can significantly affect the evaluation of users' advertisement attitude.There are significant positive effects of entertainment,informativeness and credibility on advertisement attitude,significant negative effects of irritation on that.(2)Product type is moderating effect on the relationship between entertainment,informativeness,credibility and advertisement attitude,not on the relationship between irritation and advertisement attitude.(3)Advertisement type is moderating effect on the relationship between features of Wechat feeds advertisement and advertisement attitude.Based on the results,the following recommendations are made to the enterprise:(1)Use We Chat interactivity to improve the user's attention.(2)According to different product types,adopt a correspondingly different advertisement strategy.(3)According to different purposes of advertisement,use a reasonable advertisement type.(4)Convert advertisement attitude to continuous brand awareness.