Reserch On Infulence Factors Of Consumer Adoption And Incentive Mechanism For Quality Promition Of KOL Advertising

At the time of the thriving self-media,the Fan-economy that made up by online KOL(Key Opinion Leader)makes a lot of people want to share a piece of cake.Meanwhile the commercial advertisement is also a major way for the KOL to make cash.Online KOL advertising refers to show expects to enhance brand image or reputation by linking a product or brand to a cyborg image or reputation,and always by embedding a brand or product into a content-typed cyber-genre.Now adays,online KOL advertising is still in the stage of growth.Online KOL with large fan groups undoubtedly have a very high advertising value,which attracts many advertisers.However,due to users' evasion of advertising instincts,the user acceptance degree is worthy to be studied.At the same time,the inadequate regulatory system makes the evaluation of its effectiveness still to be improved.And the form,quality and content are also in an unmanned state.All of these facts will be the bottlenecks in the development of online KOL advertising.The poor quality commercial online KOL ADs not only fail to meet advertisers' expectations,but also affect the health of social networks where the KOL are located.Based on the research results,this article studies the self-media platform based on the profit model of online commercials of KOL and the advertising model of online commercials of KOL.Regulatory approach to put forward reasonable suggestions to solve the current network of KOL commercial advertising in the quality,cooperation and other aspects of disorderly and unmanned issues.In order to promote the healthy development of the online KOL commercial advertising,a new mode of promotion.Empirical study found that the main factors that affect the adoption of the user subjective are the credibility of the user ads,the user subjective entertainment,ads embedded in the extent of the works of the online KOL,the user subjective annoyance and the influence of the online KOL.Among those,the influential factors that affect the online KOL are subjective entertainment,personal utility of ads,and the fitness of advertisers and the KOL.Advertisers are concerned about the impact of the current online KOL instead of its future influence.The inconsistency of this goal makes the cooperation between advertisers and online KOL holding the existence of conflict.The article study further about the advertisers and online KOL problem by the construction of the game model.The article take user acceptance of high advertising as high-quality degree.The study found that the cost and tetum difference between creating high quality and low quality ads,and the difference in probability of high yielding,determines whether online KOL and advertisers will choose to work hard to create high quality commercials.When the proceeds are not enough to offset the creative cost,advertisers on online KOL incentive is invalid.In addition,as a platform member for online KOL to release advertising,this article provides the suggestions to platform members that how to encourage advertisers and online KOL to produce high-quality ads and reduce production cost,the cost of the service and function of high quality advertisement by analyzing the target and needs of advertisers and online KOL.And then offer the commercial profit model of the platform based on the online KOL commercials.