Research On The Influencing Factors Of Users' Contact Behavior In Today's Headlines Information Flow Advertising

With the development of mobile Internet technology and the popularity of mobile phones,mobile clients have become the main channels for people to obtain information.Advertisers also turn their eyes from traditional media to the Internet advertising market.Information stream advertising has become the main source of revenue for Internet Co because of its accurate dissemination by advertisers.As the fastest growing mobile information aggregation platform in recent years,Toutiao have become the intelligent distribution of thousands of people and become the leader of the information stream advertising market.This paper takes Toutiao information stream advertising as the research object.And makes an in-depth analysis of Toutiao information stream advertising by using three methods of case study,The questionnaire survey and deep interview,the exploring of the user contact behavior(click,division and share)of Toutiao's information stream advertising and the influencing factors.In view of the above problems,the research data show that:the accuracy of advertising,the performance of advertising,and the daily operating habits of the users on the platform have a positive impact on the clicks of the information stream advertising,the transformation of advertising and the sharing of advertising.advertising interaction and advertising interest are positively affecting advertising clicks and advertising sharing.Advertising preferences positively affect advertising transformation and advertising sharing.the degree of privacy aggression has a negative impact on the click of advertising,and the credibility of advertising is positively affecting the transformation of information flow advertising,and the satisfaction of the platform is positively affecting the user's advertising sharing behavior.Based on this,I believe that the advertising platform represented by Toutiao should be promoted and optimized from the following aspects.First,according to the different advertising goals,the delivery of information flow advertising should be optimized from different angles.The improving of the accuracy of the information and the matching between the user and the content,so that it truly "make the advertisement become a useful information" and realize "product efficiency one".Second,fully use each other.Network platform advantages,enhance the interactive advertising,and train users to participate in the habit.Third,the establishment of a perfect information mining mechanism,the user information collection should follow the "minimum and necessary principles".Pay attention to the protection of users' privacy security,achieve accurate delivery and user privacy protection parallel;At the mean time,in order to build the platform We should strictly control the illegal advertisements and enhance the advertising environment of the platform.