Research On Influence Factors Of Behavioral Targeting Advertising

Firstly, this paper revealed public materials on internet and relative research to conclude the definition, classification, and the development of the internet behavioral targeted advertising. And from which, this article pointed out the differences between the behavioral targeting advertising and the traditional online advertising. Then, from revealing the literature, this paper studied theories of evaluation of advertising effectiveness, online advertising evaluation, traditional online advertising effect factors as well as behavioral targeting advertising effectiveness research. Based on which, this research proposed a conceptual model as well as the research model of factors affecting the effectiveness of behavioral targeting advertising. The measure of behavioral targeting advertising psychological effect should contain four levels including cognitive, affective, behavioral tendencies and behavioral factors, and the influencing factors including site factors, advertising factors and audience factors. Finally, through empirical research, this paper verified the research model, as well as5influencing factors. The results show that the4factors are valid. Background information, purchase information, and advertising vividness show positive impacts on the behavioral targeting advertising effectiveness and the users’privacy concerns show negative impacts. According to the research, this paper proposed several advices to the advertisers, website owners and the behavioral targeting advertising firms.