Research On The Influence Of Consumer Ethical Perception On Programmatic Ad Buying

In 1997,the first Internet commercial advertisement appeared on the Internet in China,marking the official launch of the commercial road for Internet advertising.In 2012,with the birth of DSP,China officially entered the era of programmatic advertising.Programmatic Ad Buying developing rapidly with its characteristics of intelligence,efficiency and precision.Programmatic Ad Buying also becomes the growing trend of mobile advertisements.As Liang Lili,the vice president of Yufei Technology said,"All media will be digitized,and all digital advertisements will eventually be programmed."However,at present,there are still many doubts in the society about the rationality of the collection of user data,the transparency of advertising operation,and the protection of consumers'rights and interests.It can be said that there are many problems at the ethical level,which hinder the healthy development of Programmatic Ad Buying,and consumers as the final judges of Programmatic Ad Buying,which makes it very important to explore the ethical issues of Programmatic Ad Buying from the perspective of consumers.In the context of programmatic advertising,consumers have the dual identity of website users and advertising users,so the ethical perception of consumers will involve both advertising and website.This article follows the research ideas of consumers' response to corporate ethics process.this paper starts with the ethical anomie behavior of Programmatic Ad Buying,explores the influence of consumer ethical perception on advertising attitude and website attitude,and also includes the intermediary role of attitude in ethical perception and consumer trust.This study designed a questionnaire based on the existing mature scales,conducted empirical research through questionnaire survey methods,and used the group that had contacted the Programmatic Ad Buying as the research object.The questionnaire was distributed through the professional questionnaire distribution platform and WeChat,Weibo and other channels.A total of 280 valid questionnaires were received,and statistical analysis software SPSS24.0 was used for data analysis and hypothesis testing.The conclusions of this study are as follows:Consumers have a direct impact on the attitude of ethics in security,privacy,non-spoofing,and transparent dimensions;consumers' ethical perceptions of security,privacy,non-spoofing,and transparency have a direct impact on website attitudes.The ethical perception of consumers in the security,interference,and non-spoofing dimensions has a direct impact on consumer trust;at the same time,advertising attitudes and website attitudes act as mediators in the security,privacy,non-spoofing,and transparent paths.Finally,based on the research conclusions,I gave my own advice on how to further improve the healthy development of Programmatic Ad Buying.