Research On Personalized Advertising Effectiveness Impact Of Customize

Consumers face with a large number of complicated advertising information every day, interruptive of advertising is still one of the problems that comfused advertisers and consumers. The development of new media and new technology makes personalized ads become possible, also provides the necessary conditions for the development of personalized ads. Personalized ads become one of the important means for advertisers to use, its also the inevitable requirements of precision marketing. Customize is considered as one of the main strategy for personalized advertising,which is widely used in different areas (Ansari and Mela,2003; Kalyanaraman and Sundar,2006). However, the existing most of the research on personalized ads focused on the technical level, although some studies have confirmed the validity of customize, few studies the degree of customization on personalized advertising effect (Brinol and Petty,2006; Li and Kalyanaraman,2009). In addition, although most of scholars believe that customized personalized ads have a positive psychological effect (Beniger,1987); But, there are still fewer scholars validate Personalized Advertising effectiveness Impact of customizeOur resesrch according CAB model(Cognition-Affection-behaviors) to validation personalized advertising psychological effect, through four dimensions of the custom:involvement, relevance, favourability and scepticism, to measure the effect of customization on personalized advertising effect.there are220subjects participated in the formal test,203cases of valid samples were finally obtained. The experiment results showed that:(1) in all measurement variables,involvement, relevance and favourability are positive correlation to personalized advertising effect, and scepticism is negatively related to the advertising effect. Involvement and relevance are not direct impact on the process of consumer psychological effect, but direct effects on consumer purchase behavior;(2) favourability has significant effects on personalized advertising effect. This conclusion shows that the greater proportion of favourability contained in the message, the more likely cause selective attention of consumers, which finally influence its purchase behavior.