| At present,there are various forms of mobile Internet advertising,among which news feed ads are getting more and more attention from brands due to its low disturbance and high embeddedness,and the development rate continues to remain high.WeChat Moments officially launched news feed ads in 2015,and thanks to its huge user basement of over 1.3 billion monthly active users,it has become a key platform for enterprises to focus,and has received great response in terms of user feedback and commercial value.However,the current domestic social application feed ads market has entered the red sea competition stage.On the one hand,the booming social platforms has distracted users’ attention,and on the other hand,content homogeneity has accelerated users’ fatigue period.Therefore,it is of practical significance for both WeChat and advertisers to understand the mechanisms influencing users’ receptivity and engagement effect,consider how to attract users’ interest and attention,and enhance advertising effects to realize the conversion of users’ interactive behaviors and purchase intentions at the long-term level.This study takes WeChat Moments news feed ads as an example,focusing on young and middle-aged subjects aged 18-40,and builds a model guided by the unified theory of acceptance and use of technology to analyze the factors influencing users’ receptivity and engagement effect,and emphasizes the role of perceived value and social influence.The study mainly adopts questionnaire survey and in-depth interview,based on 362 valid questionnaires,and examines the relationship of control variables through ANOVA,and then conducts structural equation modeling to test the model in order to explore the comprehensive influence mechanism on users’purchase intention.The results of the study showed that users’ own WeChat Moments usage and news feed ads browsing did not play a role with their attitude and willingness to advertise.However,users’performance expectancy,social influence,perceived interference and risk all have a direct impact on users’ ad receptivity,and there is a strong relationship between users’ attitude and willingness to accept,and they jointly contribute to the final purchase intention.Performance expectancy is the most influential factor,and perceived interference has a stronger negative impact on resistance than perceived risk.Based on the above research,this study provides a series of suggestions on how to improve the effectiveness of WeChat Moments’ news feed ads from the perspectives of WeChat platform and advertisers respectively.The platform can strengthen the control of false ads and emphasize its own protection of users’ privacy;match users’ needs to achieve precise delivery in order to improve users’ expectations of the form and value of ads and guide users’ attitudes in terms of the overall concept.Advertisers need to enrich the presentation of their ads,access to traffic endorsements,etc.,and pay attention to a reasonable ads ratio to reduce the interference to users.At the same time,they should emphasize the importance of social and interaction,can attract users with certain incentive mechanisms. |
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