University Students' Psychological Resistance And Acceptance Willingness To OBA

As a new advertisement form of accurate advertisement,OBA has greatly reduced the waste of advertising cost and is greatly welcomed by advertisers.However,the premise of success is the acceptance and satisfaction of consumers.If consumers resist this form of advertising,it will only lead to waste of advertising costs.Therefore,it is of great significance to study consumers' attitude and acceptance of OBA and to adjust the advertising strategy.The research focuses on the influencing factors of consumers' psychological resistance and acceptance of targeted advertising.For this reason,This paper take guangzhou university students as the research object,the theory of psychological reactance model and related research at home and abroad on the basis of past,extracted from guangzhou college students' psychological resistance of OBA psychological state of the main factors that influence the advertisement of information factors: sense of precision,perceived usefulness,perceived interference and audience characteristics factors: privacy concerns,persuade the knowledge level,and build a framework model,and put forward research hypothesis,the different variables,and to measurement operationalization of these variables,design a questionnaire,and collect questionnaire data.This research uses an empirical analysis method and uses SPSS data analysis software to conduct descriptive statistical analysis,reliability and validity testing of the questionnaire,and also uses AMOS data analysis software to verify the data model.The final conclusions are as follows:(1)The level of privacy concerns and persuasive knowledge of audience factors has a significant positive correlation with manipulation inference and compulsive feeling in psychological resistance.(2)The perceptual disturbances in advertising factors are significantly positively related to manipulation intention inference and compulsive feelings in psychological resistance,but there is no significant effect in perceptual usefulness and manipulation inference and compulsive feeling in psychological resistance.Relationships,perceived accuracy and inferences of manipulation intention in psychological resistance have a significant positive correlation,and have no significant influence on the relationship between psychological resistance and obsessive-compulsive feelings.(3)There is a significant negative correlation between manipulation intention inspiration and compulsive sensation in the psychological resistance and the users' acceptance of OBA.