Research On The Muti-game And Users' Acceptance Intention Of Mobile Application Advertising

With the official large-scale spread of 4G network in China in 2013,mobile Internet applications began to develop in an all-round way,and China officially entered the first year of 5g business in 2019,mobile applications will face wider market applications.With the development of mobile Internet,the traditional marketing mode has changed greatly.As an important part of marketing,advertising has also evolved into a new form and delivery mode.In the new Mobile Advertisements industry chain,massive Mobile Apps has become a major advertising media or platform(for example: jitter,tiktok,Net Ease Youdao Dictionary,and mainstream e-commerce App).Various mobile applications have begun to accumulate products,advertisers resources and consumer resources.Due to the large number of mobile apps,the source channels of network traffic are also more diversified.Therefore,how to choose the advertising platform,how to price the advertising platform,and the attitude of potential consumers(mobile app users)towards targeted advertising need to be further studied.In addition,how the directional accuracy of the advertising platform affects the pricing strategy,and what factors affect the end-users' willingness to accept the directional advertising are the important management decisionmaking issues faced by the mobile media platform and the advertising providers.Based on a multi-stage dynamic game model,this paper discusses how the consumer type and directional accuracy will affect the participants when the advertisers directly put advertisements into the media and the pricing and design directional accuracy of the media platform;secondly,according to the results of game equilibrium,the impact of directional accuracy on the media and advertisers is obtained,and new theoretical assumptions are put forward According to the orientation accuracy,an improved technology acceptance model is constructed,and then the specific factors that affect the reception intention of mobile app oriented advertising users are analyzed.In order to verify the conceptual model,this study conducted offline industry interviews and a large-scale online questionnaire survey,and analyzed the survey data through SPSS 22.0 and Amos 21.0,and constructed a structural equation model to verify the hypothesis.The innovations of this paper are as follows:(1)based on the traditional duopoly game of advertisers,the heterogeneous duopoly media with different directional accuracy and different types of consumers are added,the concept of consumers' acceptance of directional advertising is introduced,and the game problem under this new advertising mode is discussed;(2)the theoretical boundary of Technology Acceptance Model in the field of mobile directional advertising is extended The concept of media e-word-of-mouth is added to discuss the factors that affect the acceptance willingness of mobile app targeted advertising users;(3)the main interest points of each major role in the field of mobile app targeted advertising are discussed in a more complete way,which provides some new perspectives for the subsequent research on related management issues.