An Empirical Research On The Influencing Factors Of In-Feed Advertising From WeChat Moments

Along with the rapid development of mobile Internet,the scale of mobile application users is increasing constantly,Instant-messaging has been established the position of traffic entrance and mobile social media has become a favored by advertisers and brand owners of advertising platform.In the growing mobile advertising market,in-feed advertising occupy the largest market share,its form sets in the APP,it provides the user valuable contents,and it also deliver to users based on big data accurately.In-feeds advertising is a new type advertising with the most promising.Based on this background,this study selects WeChat,the largest social media in China,to study in-feed advertising of Moments that appeared three years ago.Based on the psychological aspect of the users and centered on the research of "human",to doing an empirical research on the influencing factors of in-feed advertising from WeChat moments,and a small number of samples were selected for in-depth interview when having a conclusion and discussion in the study.The propose of this study is giving WeChat,advertisers and brand owners a suggestion for in-feed advertising of Moments in the future by combining qualitative method with quantitative method.Through literature review,this study divides the factors of influencing in-feed advertising effects to two dimensions,which are the variables related to the advertising attributes and the variables related to Moments.In the end,with advertising frequency,advertising performance,advertising awards,performance expectancy,social influence and perceived risk,six factors as independent variables,with advertising receptivity,user engagement and user purchase intention as dependent variables,set up a Moments in-feed advertising effects measurement model belongs to this study and put forward the related assumptions.Through data analysis and in-depth interview,the results showed that: in the aspects of advertising attributes,advertising performance has the most significant impact on the advertising effects,and user engagement of the advertisement frequency comes second,while advertising awards has the weakest influence on the advertising effects,indicating that users have a higher requirement on the form and content and creativity of advertising.In the aspects of Moments attributes,the influence of performance expectation and social influence is the strongest,which means that the accurate pushing of avertising,and the strong relationship of Moments influence the final advertising effects,while the perceived risk has no significant effect on the advertising effect,and the user has a high degree of trust in WeChat platform.Based on the study results,this paper puts forward four practical suggestions: firstly,it is necessary to "do not intrude" embedded communication in advertising form,and then to achieve "creative + topic" collaborative cooperation in advertising content,and then to achieve "space + time" joint orientation in precise delivery,and finally to achieve "user + friends + advertisers" in the community effect.