微信朋友圈信息流广告用户参与效果研究
A Research on Users’ Participation of In-Feed Advertising from WeChat Moment

摘要 随着移动互联网络在中国的普及，手机即时通信软件已成为第一大上网应用。拥有超过五亿的月活跃用户的腾讯微信在2015年初开始了商业化的尝试。根据广告主的需求，微信在细分用户特征的基础上实现信息流广告的差异化推送。本文通过对问卷调查所得的数据进行分析，研究了微信朋友圈信息流广告的用户参与（点赞、发表正面评论、查看详情）的影响因素。数据表明，与广告有关的变量对用户参与的影响是有限的，相比之下，与社交媒体属性有关的变量则对用户参与有非常显著的影响。这种与社交媒体属性显著相关的数据结果也提示，新媒体广告效果的评估应该建立在互动性的基础上，且应发展有别于传统媒体广告效果评估的新评价标准。
Instant-messaging (IM) software on cellphone has become the most popular APP in China along with the development of mobile Internet.In January 2015, WeChat from Tencent decided to make a commercialized moveas active users on WeChat are over 500 million monthly. Based on advertisers’ needs, WeChat achieved differentiated in-feed advertising push according to customer segmentation data. In order to investigate influencing factors in WeChat users’ participation on in-feed advertising, the authors conducted a survey to collect and analyze statistics. The results show that significance of variables related to advertising islimited, whereasvariables related to social media affect user’s participationsignificantly. Unlike the advertising effect evaluation of traditional medium, as the conclusionindicates, an interactive-based new evaluation system should be constructed for novel advertising on new media