The Research On Audience's Acceptance Behavior Of The News Feed Ads In Today's Headline Based On TAM

In recent years,with the rapid development of mobile internet technology and the popularization of smartphones in China,Mobile information clients have gradually become the main way for people to obtain information,at the same time,the advertising market has gradually shifted from traditional media to mobile internet media.The Information flow advertising with its characteristics of accurate propagation and personalized propagation,was praised and recognized by the vast number of users,and gradually won the favor of maj ority of advertisers and advertising platform,and it also become an important source of advertising revenue for internet companies.The Today's Headline,born in 2012,with the support of artificial intelligence technology and personalized recommendation system,has create a blue sea in the Mobile information market,and become a phenomenal news client.Favored by users,Today's Headline news feed ads has become a leader in its field,and has attracted wide attention in ads industry.From the empirical point of view,this study makes the audience acceptance behavior of the news feed ads of Mobile Information media today's headline as the research object.First of all,the background of Today's Headlines and the basic concept,presentation form and communication characteristics of news feed ads are combed.Then,summarizing the relevant research on TAM theory at home and abroad,and combining with Today's Deadlines news feed ads,this paper discusses which factors have an impact on the audience's willingness to use and usage behavior.For Today's Headline news feed ads,this study is based on th e retention of 4 core variables in the TAM original model:perceived usefulness,perceived ease of use,willingness and usage behavior,and introduces 5 new influencing factors:"subjective norms","advertising precision","advertising interactivity","advertising fnn",and"perceived risk",put forward research hypothesis,and build the Today's Headline news feed ads audience acceptance behavior Concept model.Finally,by analyzing the sample data obtained from the recovered questionnaire,this paper analyzes the influence of the variables in the model on the use willingness and behavior of Today's Headline news feed ads audience,validates the research hypothesis put forward by this research,and finally determines the model of Today's Headline news feed ads audience acceptance behavior.The study found that the audience's willingness and usage behavior in Today's Headline news feed ads are directly or indirectly influenced by perceived usefulness,advertising interactivity,advertising interest,and perceived risk.Among them,perceived usefulness,advertising interactivity and advertising interest have a significant positive impact on the willingness to use;perceived risk has a significant negative impact on the willingness to use;while perceived ease of use,subj ective norms and advertising accuracy have no significant impact on the willingness to use According to the research conclusion,this paper puts forward four suggestions for Today's Headline news feed ads:first,to enhance the usefulness of advertising,second,to enhance the interactive nature of advertising,third,to enhance the interest of advertising,forth,to reduce the risk of advertising,aim to provide direction for the optimization and improvement of Today's Headline news feed ads.