沉浸体验与广告耐性:如何提高内容网站浏览者的粘性?

Flow Experience and Advertising Tolerance:How to Improve the User Stickiness of Content-based Websites?

第五代移动通信网络(5G)的到来标志着互联网市场的进一步发展,同时竞争也会更加激烈。网站同质化日益严重,快速的系统响应和转换成本的不断降低让消费者可以在不同的内容网站中随意"切换"。因此,如何增加用户访问量并维持用户量是学界重点关注的问题。本文在抗拒理论的基础上,以沉浸体验作为中介变量,探讨了感知侵扰和自由威胁对用户粘性的影响。通过对295个内容网站的用户调查发现,广告对沉浸体验的负向影响是存在的,而沉浸体验会有效提高用户粘性。在对广告耐性的研究中发现,更多的用户可以接受10~20秒时长的广告,这意味着调整广告内容、控制投放时间、增强沉浸体验可以使内容网站更加成功。

The arrival of the fifth-generation mobile communication network(5G)marks the further development of the Internet market,and competition will become more intense at the same time.The homogeneity of websites is increasingly serious.Rapid system response and continually reduced switching costs allow consumers to"switch"at will among different content-based websites.Therefore,increasing user access and maintaining user volume are the main concerns of the academic community.Based on the psychological reactance theory,this paper uses flow experience as the mediator and explores the impact of perceived intrusiveness and threat to freedom on user stickiness of content-based websites.A survey of 295 users of content-based websites has been conducted.The empirical results show that:there is a negative impact of advertising on flow experience and flow experience will effectively increase user stickiness.Moreover,in the study of advertising tolerance,it is found that advertisements with a duration of 10-20 seconds are more likely to be accepted by web users,which reveals that adjusting the content of advertisements,controlling the time of delivery,and enhancing the flow experience may lead to a more successful content-based website.