Reserach On Advertising Effect Of Wechat Information Stream

Mobile advertising has undergone three important stages of change along with the development of the mobile Internet.From the stage when the user passively accepts information,the transition to the stage where the user actively subscribes to the information until the stage of two-way interaction using big data directed push.The era of using mobile connections has come,and the scene of interaction between people and mobile devices has become more abundant.The media has been vying for the fragmentation time of users,but the phenomenon of excess information has become more serious.When the distribution channels of traditional advertising gradually declined,mobile advertising grew rapidly,and a new type of marketing means information flow advertisement came into being.The emergence of information flow advertising has achieved a multi-win situation for advertising.Advertisers can communicate with consumers more effectively and make them visible to their target audience.Users can relatively reduce the interruption of advertising,especially for their useless ads.The media platform can both protect the user experience and achieve profitability.WeChat circle's advertising is a kind of information flow advertisement based on social behavior,which allows advertisers to publish original high-quality advertising content as a "friend" of users.Relying on WeChat's strong relationship social platform,it can not only ensure the user's stickiness of the media,but also enhance the effectiveness of advertising.The display form of WeChat circle advertisements and the way of transmitting product information are all significantly different from traditional display advertisements.Therefore,it is of great value to carry out research on them.In the choice of research methods,this paper comprehensively uses the eye movement experiment method and the questionnaire survey method.Combined with the results of literature review and in-depth interviews,four dimensions for researching WeChat information flow advertisements were determined.By constructing the corresponding scene,the eye movement instrument is used to study the difference of the performance of the WeChat users in different scenes.In the process of data analysis,the corresponding multi-logical logistic regression model is established for the influence of the type of product in the advertisement and the grammar and semantic type of the copy on the purchase intention of the dependent variable.According to the data model and the visualization chart,this paper obtains the law of eye movement behavior of WeChat users in different scenarios,and explores the influence of different factors on the attention distribution of WeChat users.The findings of this paper help consumer behavior researchers to use eye movement models to study advertising design,give media platform-related advertising selection strategies,and help advertisers better design work.