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Research On The Acceptance Of Advertising In Wechat Moment Based On Consumers' Interaction

Posted on:2019-06-13Degree:MasterType:Thesis
Country:ChinaCandidate:X Y HuFull Text:PDF
GTID:2359330545484448Subject:Management Science and Engineering
Abstract/Summary:PDF Full Text Request
Problems such as consumers' attitude towards advertising,effects of advertising,have been the focuses of the companies and advertisers.The measurement and evaluation to these questions are challenges faced by companies and advertisers.Every year,corporate marketers spend a lot of work and money on advertising,to keep consumers' attention on the products and their brands.With the popularity of social media in recent years,corporate marketers began turning focus towards social media,hoping that this new platform can deliver better marketing effects and reduce the distance with their consumers.The main social media platforms include Facebook,Twitter abroad,and Sina Weibo,WeChat in China.In the background of rapid development of Internet however,consumers are in an expanding information age,information overload makes consumers losing their patience with advertising gradually.There is an obvious negative attitude and zapping among consumers.In such situation,consumers' acceptance of advertising,attitude towards advertising and the effects of advertising become the focuses of the industry.Through long-term observation and in-depth interviews,we explore the consumers' real attitude towards WeChat Moment advertising.In acquaintance situation,we explore the effects of consumer interaction in advertising and marketing.In this paper,we conduct an eye tracking experiment to investigate interaction's effects on advertising acceptance in WeChat Moment.The results show that the interaction affect the consumers' attention and acceptance towards the advertisement actively.On this basis,we operated another research based on the perspective of consumers' interaction intensity,using the technology acceptance model.We made questionnaire survey to collect data on a deeper level,using the structural equation model to test the hypotheses.The empirical results show that the interaction intensity can have positive effect on perceived usefulness,perceived ease of use,perceived enjoyment and perceived trust,and perceived usefulness,perceived ease of use and perceived enjoyment can positively influence consumers' acceptance of the advertising in WeChat Moment as well.Therefore,WeChat Moment advertising should pay attention to consumers' interaction,and regard it as a key factor to enhance the effect of WeChat Moment advertising.
Keywords/Search Tags:Feeds in WeChat Moment, interaction, eye tracking, TAM, acceptance of advertising
PDF Full Text Request
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