Research On The Influence Factors Of Mobile APP Users On The Acceptance Of Behavioral Targeted Ads

With the popularity of various applications based on mobile terminals,mobile shopping has become the main mode of consumption for young people.At the same time,the advertising based on mobile applications has also seen an explosive growth.However,in recent years,mobile advertising is no longer satisfied with the traditional extensive advertising mode and has begun to turn to the targeted and accurate advertising.The traceability of user data and the emergence of large data analysis technology make behavior oriented advertising rise gradually.Online oriented ads based on Internet users' browsing and clicking have been paid more and more attention by the manufacturers.However,for mobile APPs(Mobile Applications)users,on the one hand,behavioural oriented ads can help them find the goods that they want accurately and efficiently;on the other hand,behavior orientation technology also increases the risk of user privacy(Users' Privacy)leakage,which may also cause some mobile users to do so The exclusion of behavior oriented advertising.In order to further analyze the willingness of mobile application customers to accept behavior oriented advertising,this paper,starting from the classic acceptance model(Technology Acceptance Model,TAM),combined with the characteristics of mobile applications and behavior oriented advertising,adjusted and expanded the traditional TAM,and constructed a new TAM,and passed online.The form of questionnaire is used to study the influence factors of mobile APP users' willingness to accept behavior oriented advertisements.In general,this paper puts forward a research scheme based on the Extended Technology Acceptance Model(ETAM)based on the new management problem of what kind of behavior oriented advertising may be accepted by mass mobile users.Finally,some conclusions and suggestions with certain managerial implications are obtained.