基于UTAUT的移动社交平台互联网广告用户采纳影响因素研究  

Research on Influencing Factors of User Adoption of Internet Advertisements on UTAUT-based Mobile Social Networking

作　　者：马小龙[1] 方红尹 金颖 MA Xiao-long;FANG hong-yin;JIN Ying(School of Economics&Management,Huzhou University,Huzhou,Zhejiang 313000)

机构地区：[1]湖州师范学院经济管理学院,浙江湖州313000

出　　处：《集宁师范学院学报》2021年第5期78-82,共5页Journal of Jining Normal University

基　　金：浙江省自然基金项目(项目编号:LY20G010003);湖州师范学院校级科研项目(项目编号:2019XJWK02)成果;浙江省文化厅文化科研项目基金(项目编号:zw2018014);国家级大学生创新创业训练项目(项目编号:201810347013,201910347008)。

摘　　要：随着移动社交平台的发展和互联网广告业务的兴起,诸如垃圾广告泛滥、用户接受度不高等问题也逐渐显现。在对移动社交广告及用户采纳等问题深入分析的基础上,基于UTAUT模型构建了移动社交平台广告用户采纳模型,并通过问卷调查、现场访谈,采用SPSS与AMOS软件进行数据分析,对构建的概念模型进行了实证检验。研究结果表明消费体验、努力期望、感知信度、广告精准、广告创新、社会影响、促成条件、个人创新以及绩效期望影响显著,从而为移动广告服务商提供了优化解决方案和创新展现形式的对策建议。The popularization of mobile social networking(MSN)and Internet advertising is accompanied by issues such as spam flooding and low user acceptability.After thoroughly analyzing the advertisements on MSN and user adoption,the authors,based on UTAUT model,built the user adoption model specifically for the ads on MSN,carried out questionnaire survey and field interviewing,analyzed data by SPSS and AMOS,and performed the empirical test on the concept model built.The research results show that consumption experience,effort expectation,perceived reliability,advertising accuracy,advertising innovation,social influence,contributing conditions,personal innovation and performance expectation have significant effects.At last,this paper proposed the measures to optimize solutions and innovate presentation forms for the mobile advertisement service providers.

关 键 词：移动广告 用户采纳 UTAUT 结构化方程模型 

分 类 号：G20[文化科学—传播学]