关键词: 朋友圈广告, 消者者互动, 技术接受模型, 广告接受度

Abstract:  WeChat, with the features of large number of users and strong relationship between each other brings huge opportunities to marketing Since the advertising was introduced to WeChat Moments, it is gradually increasing, and consumers’ acceptance has become the focus of attention valued by brand manufacturers, enterprises and WeChat platform Based on the perspective of consumers’ interaction, the factors that influence the acceptance of advertising from WeChat Moments are empirically analyzed by the data collected by questionnaires Technology acceptance model (TAM) is applied in this research The results show that the interactive relationship strength can have positive effects on perceived usefulness, perceived ease of use, perceived enjoyment and perceived trust, and the first three variables can positively influence consumers’ acceptance of advertising from WeChat Moments while the influence of perceived trust on acceptance of advertising is not significant

Key words: advertising from WeChat Moments, consumers’interaction, technology acceptance model, acceptance of advertising