RESEARCH ON THE IMPACT OF ADVERTISING IMPLANTATION CHARACTERISTICS ON USER PURCHASE INTENTION ON SELF MEDIA PLATFORMS

This study aims to explore the characteristics of embedded advertising in self-media platforms and its impact mechanism on users' willingness to buy. With the popularization of the concept of craftsmanship in the self-media industry, self-media advertising has become an important channel for brand marketing. This study analyzes the various embedded characteristics of self-media advertising (such as advertising intensity, advertising product evaluation, and advertising embedding time nodes), combined with the customer perceived value theory (perceived practicality and perceived emotion), to explore how these factors work together on users' willingness to buy, and the moderating role of media character characteristics in this process. The results show that: (1) Various characteristics of self-media embedded advertising (ad intensity, advertising product evaluation, and advertising embedding time) all significantly affect users' purchase intention. (2) The process of self-media embedded advertising significantly influences users' purchase intention, with perceived value playing a key mediating role. Both users' perceived practical value and perceived emotional value have a significant positive impact on purchase intention. (3) The characteristics of media figures play an important moderating role between the characteristics of advertising embedding and users' perceived value and purchase intention. In particular, when the media figures are highly similar to the target users in terms of personality, interests, and values, the effect of advertising embedding is more significant.