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

Huiying Zhang ()
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Huiying Zhang: Chongqing Vocational College of Transportation

A chapter in Proceedings of the 8th International Conference on Financial Innovation and Economic Development (ICFIED 2023), 2023, pp 736-741 from Springer

Abstract: 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.

Keywords: Tiktok information flow advertisement; Perceived value; Willingness to participate (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-142-5_83

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DOI: 10.2991/978-94-6463-142-5_83

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