Research Of Privacy Concerns’ Impact On Communication Effect Of Behavior Targeting Advertisement

In the network marketing environment, the accuracy behavior targeting advertising resulting privacy problems has become consumer concerns, and the main obstacle to the development of behavior targeting advertisement.To research the impact of consumer privacy concern on the communication effect of behavior targeting advertisement, this study has built research model of privacy concerns and advertising communication effects in the online shopping environment on the basis of literature research. This model put forward research hypotheses around privacy concerns and the effects of behavior targeting advertising.This research adopts the social survey research methods of empirical analysis, based on trust and perceived risk variables, to test research hypotheses proposed above.Through the description and explanation of privacy concerns’impact on the effects of behavioral targeting advertisement, this study want to help e-commerce enterprises and managers effectively understand the online shoppers privacy concerns and meet the demand of consumer privacy protection when making marketing strategy, and deal with the confusion when consumer is choosing personalized online advertising services privacy concerns, as far as possible eliminate the obstacles of the behavior targeted advertising, so as to make the electronic commerce can serve consumers with more personalized behavior orientation online advertising, create more value for consumers and realize positive communication effect.