Empirical Research On Programmatic Advertising Self-Service DSP User Attitude From The Perspective Of TAM-TTF Integrated Model

The rise of programmatic advertising,with the core of algorithm and data,brings a signif icant reform in marketing industry.It also changes the one-way purchase and schedule of trad itional media as well as the running modes of advertisement,mainly broad-based advertising and exposure.DSP is the platform of the demand side in programmatic advertising.It adopts t he form of RTB(real-time bidding)for media to purchase and proceeds accurate pointing thro ugh large database labels.With the help of the access media AdExchange,diversified advertis ing is achieved.Moreover,advertising technology platform of real-time data feed is available relying on the tracking code.With the reasons that the imperfect development of domestic pro grammatic market,low level of resource integration and sophistication of market roles,DSP a dvertising is mostly completed by agents.Self-serve DSP is autonomously operated by marke ters with the form of SaaS in companies.It is the important carrier and realization form of inte lligent and autonomous advertising.However,during the process of industrial practice,only when self-serve DSP is based on appropriate use and optimizing strategy can its technological advantages be shown.Improving marketers’ utilization and attitude toward DSP is urgent to be further discussed.Based on theoretical framework of Technology Acceptance Modal and Task Technology Fit in the information management field,this paper reviews the development and integration path of TAM and TTF,sorting out the previous scale,combined with in-depth interviews of experts and scholars.It also aims to develop a marketing-stuff-oriented scale of self-service DSP use and optimization attitude according to big data and mobile Internet properties as well as the reality of advertising industry.This research probes into the factors that influence the use of self-service DSP and optimizing attitude among marketing personnel and reference path with structural equation model(SEM)in order to investigate the key elements to effect marketing information technology’s popularization and development from the aspect of personal practice.Through the statistics from the questionnaire survey on marketing personnel,this research would like to prove that the optimizing attitude of marketing personnel towards using self-service DSP is basically determined by Perceived Usefulness,Perceived Ease of Use and Social Perceived Risk.The marketing stuff awareness of tasks and self-service DSP technology features directly affect the task and technology matching evaluation,and therefore also the usefulness and ease perceiving as well as indirectly affect the use attitude.According to empirical results,this paper offers SaaS product proposals for self-service DSP,and perfect the theoretical models and scale designs to provide theoretical exploration and practice support for rapid and healthy programmatic Advertising development of our country.