| Over the past decade,with the rapid development of the mobile advertising industry,a large number of waste mobile advertisements have been flooded in users' information acquisition channels.Information overload is serious,and the mobile advertisement conversion rate is low.Therefore,studying how to improve and promote the effectiveness of mobile advertising has become a serious challenge for related researchers.Now,in this era of consumer-oriented and mobile network conditions,users are in the constantly changing mobile contexts.Only by understanding the user's situation can they provide users with personalized information that can meet their contextual needs and then improve mobile advertising effectiveness.In particular,in the field of personalized push,the introduction of user contexts has improved the performance and quality of recommendation systems.Meanwhile regarding the influence of context on cognition and behavior,we can also get theoretical support from constructivism and situational cognition theory.In addition to users' context,user value and user experience are also important factors that cannot be ignored in the mobile advertising push process.A large amount of research has proved that user perceived value and flow experience will affect the attitude and purchase intention in the network environment,Based on relevant literature and research results,this study incorporates informativeness,credibility,entertainment,and irritation in the web advertising attitude model into this research framework,which constitute the independent variable: the attributes of mobile advertising,and uses the effectiveness of mobile advertising as the dependent variable.Based on the theory of perceived value and flow theory,it introduces two mediating variables: perceived value of mobile advertising and flow experience.Under the guidance of situational cognition theory,context matching is used as a moderator variable.Thus,the theoretical model of the study was established and a series of research hypotheses were proposed.In this study,a questionnaire survey method was adopted.The mobile smartphone user group was regarded as the respondent.195 valid questionnaires were screened out.SPSS 20.0 was used to analyze and process the data.The empirical results show that the attributes of mobile advertising have a significant direct impact on the effectiveness of mobile advertising.Perceived value of mobile advertising and flow experience play a partial mediator role in the relationship between the attributes of mobile advertising and the effectiveness of mobile advertising.Context matching plays a significant role in regulating the relationship between information and credibility and the effectiveness of mobile advertising,and significantly regulates the relationship between credibility and entertainment and immersive experience.There is no significant adjustment in context matching between the attributes of mobile advertising and perceived value of mobile advertising.In addition,from the analysis results of the regulation effect,it can be seen that the context matching has a significant positive influence on the effectiveness of mobile advertising,the perceived value of mobile advertising and flow experience.According to the results of empirical analysis,the study proposes two aspects of countermeasures and suggestions to promote the effectiveness of mobile advertising.First,optimize the design of mobile advertising from both the content and form.Second,rely on the user's context for accurate delivery. |
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