Analysis on the Influencing Factors of Acceptance Willingness of Advertisement in WeChat Moments based on Theory of Planned Behavior

Abstract

In the era of the Internet, advertisements in WeChat moments hold been pouring in and favored by businesses. But as the number of advertisements in WeChat moments increases, the quality is uneven. Users have different attitudes towards it, and some users even loathe it. How to meet the needs of users, accurately capture the interests of users and improve the acceptance of users is still an urgent problem to be discussed. Based on the theoretical framework of planned behavior and questionnaire survey, this paper explores the influencing factors of acceptance willingness of advertisement in the information flow of WeChat moments. Research shows that control belief has the most significant impact on users’ acceptance willingness. Different age and income levels also have impacts on users’ acceptance willingness. Young and middle-aged users and middle-income groups have a higher degree of acceptance of WeChat advertisement. Therefore, opinion leaders can be used to positively guide users to accept the subjective norms of advertisements in WeChat moments. In terms of the content and form of advertisement, researchers can enrich the content of advertisement and simplify the participation steps to improve users’ belief in control. In addition, developers can use big data to identify target users and implement precise delivery. Moreover, they can capture users’ behavioral willingness to enhance users’ acceptance of advertisements in WeChat moments.