用户采纳移动广告的影响因素研究.docVIP

PAGE PAGE 35 用户采纳移动广告的影响因素研究 摘要：随着我国智能手机普及率的大幅度提高，4G网络技术的逐渐成熟，用户耗费在手机上的时间越来越长，“低头族”成为大众生活中常见的一类人。用户使用移动端的过程中，接触到各类移动广告的几率大大增加。然而，移动广告内容生硬，阅读体验差，推送方式过于粗暴，推送频率过高，诈骗信息泛滥，给用户的生活和工作都带来了极大的不便，给用户留下移动广告等同于垃圾信息的印象，影响移动广告的营销效果。移动广告集合了精准营销和体验营销的优点，使得广告主和企业对移动广告报以很大的期待。了解用户在接触移动广告时所关注的因素，也是目前研究移动广告的热门之一。本文以技术接受理论为理论基础，从移动广告相关的一些因素来建立研究模型，从而研究影响用户采纳移动广告的关键因素，以便给广告主和企业提供一些指导性的建议。 关键词：移动广告；技术接受理论；用户创新性；感知有用性 Impact user adoption of mobile advertising Factors Abstract: With the substantial increase in penetration of smartphones, 4G network technology matures, users spend more and more time on the phone long, “ smartphone addicts “public life has become a common class of people. Mobile end users in the process, exposed to all kinds of mobile advertising greatly increased risk. However, the mobile advertising content stiff, poor reading experience, push way too rude, push frequency is too high, the proliferation of fraudulent information to the users life and work have brought great inconvenience to the user left the same as mobile advertising spam impression, impact marketing effectiveness of mobile advertising. Mobile Advertising is a collection precision marketing and experiential marketing advantages, so that advertisers and business-to-mobile ad responded with great expectations. Users understand the factors upon contact mobile advertising concern, is currently one of the hottest mobile advertising research. In this paper, the technology acceptance based on the theory, from a number of factors related to the establishment of mobile advertising research model to study the impact of a key factor in user adoption of mobile advertising to advertisers and companies to provide some guidance suggestions. Keywords: Mobile advertising；TAM；Innovativeness； Perceived Usefulness 一、绪论 （一）研究背景及意义 在中国近25年以来GDP增速最低的2015年里，中国广告行业作为经济晴雨表交出了一份不及格的答卷。根据CTR的广告数据显示，2015年中国广告市场下降2.9%，其中，传统广告市场更是下降了7.2%。反而是新媒体在市场推动以及一些传统行业投放进入的影响下，保持了稳定的增速。其中，移动端广告增长迅猛，占比已经达到16%，直追PC端的20%。而从广告主2013-2015年实际采用的营销形式上来