Research on the Factors Influencing the Participation Intention of Tiktok Information Flow Advertisers Based on Perceived Value Theory

DOI

10.2991/978-94-6463-142-5_83How to use a DOI?

Keywords

Tiktok information flow advertisement; Perceived value; Willingness to participate

Abstract

In 2017, Tiktok took the lead in introducing native information stream advertising. With advanced data tracking technology and recommendation algorithms, Tiktok information stream advertising not only has the advantages of large exposure, rich forms, good user experience, strong fragmentation, and high immersion, but also can achieve personalized push of “thousands of people and thousands of faces”, which stands out from many types of advertising and is favored by advertisers. However, in actual operation, due to the lack of necessary understanding of users' advertising psychology and behavior, there is a phenomenon of blind advertising by advertisers, resulting in a huge waste of marketing costs. This research takes Tiktok information stream advertising as the research object, based on the perceived value theory, from the perspective of user perception, and by means of trade-off theory, deeply discusses the impact mechanism of various factors of perceived gains and losses on users' willingness to participate in advertising, builds a theoretical model and conducts empirical tests. Based on the research, relevant conclusions are drawn, and relevant suggestions are put forward for Tiktok APP platform, brands and advertising agents to optimize Tiktok information flow advertising strategy.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Huiying Zhang
PY  - 2023
DA  - 2023/05/15
TI  - Research on the Factors Influencing the Participation Intention of Tiktok Information Flow Advertisers Based on Perceived Value Theory
BT  - Proceedings of the 8th International Conference on Financial Innovation and Economic Development (ICFIED 2023)
PB  - Atlantis Press
SP  - 736
EP  - 741
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-142-5_83
DO  - 10.2991/978-94-6463-142-5_83
ID  - Zhang2023
ER  -