基于消费者互动视角的朋友圈广告接受度研究  

Acceptance of Advertising from We Chat Moments:A Perspective of Consumers' Interaction

作　　者：胡雪原[1] 王宁[1] 杨学成[1] 

机构地区：[1]北京邮电大学经济管理学院,北京100876

出　　处：《北京邮电大学学报（社会科学版）》2017年第1期37-43,共7页Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition)

基　　金：中央高校基本科研业务费专项资金项目(2014ZD02-1);国家自然科学基金项目(71202155)

摘　　要：微信庞大的用户规模、强关系链接等特点给营销带来无限商机,自微信推出朋友圈广告以来,各类型的广告投放逐渐增多,消费者对朋友圈广告的接受度成为各品牌厂商、企业和微信平台关注的焦点。基于消费者互动视角,以技术接受模型(TAM)为基础,通过调查问卷的形式对朋友圈广告接受度的影响因素进行实证研究。结果表明:互动关系强度可以正向影响感知有用性、感知易用性、感知愉悦性和感知信任,其中前三个变量可以正向影响消费者朋友圈广告接受度,而感知信任对接受度影响不显著。WeChat, with the features of large number of users and strong relationship between each other brings huge opportunities to marketing. Since the advertising was introduced to WeChat Moments, it is gradually in-creasing ,and consumers, acceptance has become the focus of attention valued by brand manufacturers, enter-prises and WeChat platform. Based on the perspective of consumers, interaction, the factors that influence theacceptance of advertising from WeChat Moments are empirically analyzed by the data collected by question-naires. Technology acceptance model （TAM ） is applied in this research. The results show that the interactive relationship strength can have positive effects on perceived usefulness, perceived ease of use, perceived enjoy-ment and perceived trust, and the first three variables can positively influence consumers, acceptance of adver-tising from WeChat Moments while the influence of perceived trust on acceptance of advertising is not significant.

关 键 词：朋友圈广告 消者者互动 技术接受模型 广告接受度 

分 类 号：F713.55[经济管理—市场营销] F713.8[经济管理—产业经济]