A Study On User Acceptance Behavior Of Beauty News Feed Ads Based On UTAUT Model

With the continuous development of mobile Internet technology and the increasing maturity of advertising,News feed Ads has gradually become the mainstream form of advertising on Internet platforms,which has attracted widespread attention in the industry and also attracted relevant research in academia.Since News feed Ads are new,most of the research on infomercials in recent years has been confined to the definition of concepts,explanation of characteristics and description of the current market situation,and has not been involved in the segmentation of News feed Ads.In the current situation of beauty News feed Ads,we found that the quality of current News feed Ads varies and users’ participation is low.What factors affect users’ engagement with News feed Ads? How to improve the quality of News feed Ads to enhance their communication effect? To address these questions,this study intends to conduct an empirical study of infomercials in the beauty industry,which are frequently advertised,from the perspective of user acceptance,taking the Weibo as an example,in order to provide new research data and thoughts for the study of News feed Ads segmentation.This paper introduces the acceptance model of UTAUT,an information technology field,and adds "Perceived Risk" as one of the variables based on perceived risk theory,while retaining its core variables(including Performance Expectancy,Effort Expectancy,Social Influence,Facilitating Conditions,Behavioral Intention and Use Behavior).In the part of advertising effectiveness research,three new variables,namely,Advertising Quality,Advertising form,and Advertising Reward,were added in conjunction with previous research.Meanwhile,four control variables,namely gender,age,occupation and length of Weibo use,were set based on the original theoretical model and the characteristics of the research subjects,and the initial model of user acceptance analysis of beauty News feed Ads was constructed.In the empirical part,this study proposes nine hypotheses related to the influence of the above independent variables on Behavioral Intention and Use behavior.The 365 sample data were collected by means of questionnaires,and the effort expectation variables were excluded after the reliability test of pre-research,and the formal model of this study was constructed after correction to test the remaining 8 hypotheses.First,the effects of control variables were analyzed by independent sample t-test and one-way ANOVA test in SPSS 26.0 software.Second,the sample data were analyzed empirically using the acceptance equation modeling method.After passing the reliability test,this study was analyzed using AMOS 26.0 software,setting 7 exogenous latent variables corresponding to 21 exogenous explicit variables and another 2 endogenous latent variables corresponding to 6 endogenous explicit variables,and the hypotheses were tested by verifying the model fit and the relationship between the path coefficients and significance of each variable.The empirical study found that ad rewards were tested and confirmed to have no significant effect on users’ willingness to accept,while Performance Expectancy,Community Influence,Perceived Risk,ad Quality,and ad Form were confirmed to have significant effects on users’ willingness to accept,and promotion conditions and willingness to accept also directly influenced users’ acceptance behavior significantly.Among the nine hypotheses initially proposed in the study,all of them hold except for the hypotheses related to Effort Expectancy and Advertising Rewards,which do not hold.On this basis,this study puts forward four suggestions for optimization of News feed Ads placement in the beauty category:in the acceptance factor dimension,it is necessary to improve user thinking from the user’s perspective;in the ad form dimension,it is necessary to emphasize the unique creative nature of beauty brands and the role of brand effect on ad effectiveness;in the ad quality dimension,it is necessary to further optimize the placement scenario based on improving the quality of ad content;in the perceived risk dimension,it is necessary to protect In the dimension of perceived risk,it is necessary to protect user privacy and reduce risk perception.