Research On The Status Quo And Influencing Factors Of Internet Users' Participation In Literacy

With the rapid development of Web2.0 technology represented by social media,the overall market size of Internet advertising has been increasing year by year,maintaining sustained and rapid growth.At the same time,Web2.0 technology has also spawned a new type of media culture-participatory culture,that is,netizens actively and actively create and disseminate media content based on a certain identity formed spontaneously.Netizens' participation in advertising as an active participation,creation and sharing behavior is also within the concept of participatory culture.On the one hand,participatory culture is an important manifestation of the change of audience identity,but at the same time,due to the uneven level of individual media literacy Inevitably brings a series of problems.Similarly,a large number of Internet users who do not have the basic quality of advertising participation in the dissemination of online advertising will inevitably increase the difficulty of supervision of online advertising.As an important part of media literacy,advertising literacy is gradually becoming a frontier topic in the industry and academic circles,and the advertising literacy education that comes with it has gradually been valued by scholars.However,there is still no large-scale advertising literacy education campaign in China,which has enabled a large number of untrained users to participate in the dissemination of advertisements under the technical empowerment,and to move away from the microbusiness advertisements in the legal gray area.Frequent problems such as false advertisements are also an important reason for the regulatory difficulties of online advertising.Starting from this problem,this paper uses the method of empirical research to explore the specific factors affecting the participation behavior of Internet users based on UTAUT(integrated technology acceptance and usage model),and add “advertising reward” and “advertising” based on the original model.The five variables of “precision”,“advertising performance”,“advertising literacy” and “perceived risk” are summarized into two dimensions: internal factors and external stimuli.Finally,it is concluded that performance expectation,social impact,convenience conditions,advertising performance,advertising literacy and participation behavior have a significant positive impact,while perceived risk negatively affects users' advertising participation behavior.In addition,because the influence of advertising literacy on participation behavior is lower than other factors,this study believes that the lack of advertising literacy is an important reason for the user's advertising participation behavior,so as to provide a training path for advertising participation literacy.Refer to the recommendations.