基于TAM的微信信息流广告受众信任实证研究

An Empirical Study on Audience's Trust in Wechat's News Feed Ads Based on TAM

[目的 /意义]本文基于技术接受模型,以微信信息流广告为研究对象,构建受众信任研究模型,用以分析影响微信信息流广告受众信任的相关因素。[方法/过程]通过问卷调查法共搜集196份有效问卷,利用SPASS17.0和AMOS17.0软件结合结构方程模型进行实证研究,为相关假设提供数据支持。[结果/结论]实证结果表明,感知易用性、感知精准性、感知风险和主观规范对受众信任有显著影响,且感知易用性显著正向影响感知有用性,感知有用性显著正向影响行为意愿,信任显著正向影响行为意愿,而感知有用性对信任的影响不显著。[局限]样本的代表性有待提高,模型的普适性有待进一步验证。

[Purpose/Significance] Based on the technology acceptance model,this paper constructed the research model of audience＇s trust to study the influencing factors of audience＇s trust of news feed ads. [Method/Process] A total of196 valid questionnaires were collected by questionnaires method,using SPSS17. 0 and AMOS17. 0 combined with structural equation model for empirical research to provide data support for the related hypotheses. [Result/Conclusion] The empirical results showed that perceived ease of use,perceived precision,perceived risk and subjective norms had significant effects on audience＇s trust,and perceived ease of use significantly positively affected perceived usefulness,perceived usefulness significantly positively affected behavioral intention,trust positive impact on behavioral intention,and perceived usefulness had no significant effect on trust. [Limitation] The representativeness of the sample needs to be improved,and the universality of the model needs to be further verified.