The Impact Mechanism Of Targeted Advertising On Advertising Attitudes From The Perspective Of Psychological Resistance Theory

Revenue of online advertising is growing rapidly and creating records every year,and online behavioral advertising is a major factor in the growth of such advertising.Online behavioral advertising is increasingly used in real life,from online pop-up advertising to video-tiling advertising,from Taobao search advertising to We Chat friends circle advertising,which is displayed in different ways in different media.In this age of digitalization,the most people are inseparable from the Internet,and it is impossible to avoid the existence of targeted advertising.In addition,online behavioral advertising is highly customized,providing a unique service for ordinary consumers.Some of the requirements can be accomplished quickly;on the other hand,online behavioral advertising poses an unpredictable threat to consumers' privacy.Based on the perspective of psychological reactance theory,this paper explores the impact of online behavioral advertising(Targeted advertising)on consumer advertising attitudes: First,to explore the impact mechanism of targeted advertising(yes/no)on consumer advertising attitude.Whether targeted advertising and non-targeted advertising will result in different advertising attitudes,which type of consumer advertising attitude is more positive,and which type of consumer advertising attitude is more negative,and what kind of mediation mechanism is the psychological reactance theory.Second,explore the impact of gender differences on consumer advertising attitudes.For targeted and non-targeted ads,whether gender differences can have different effects on ad attitudes,and whether advertisers should choose different ad types for gender.In this study,the samples were randomly divided into targeted advertising groups/non-targeted advertising groups by means of experimental manipulation.The sample data were mainly taken from college students,and a total of 252 valid samples were collected.Through the statistical analysis software SPSS and Mplus to process and analyze the data,and to construct an mediate moderation model,the results show that:(1)targeted advertising(yes/no)can not directly affect the consumer's advertising attitude.(2)Targeted advertising(yes/no)significantly affects inferences of manipulative intent and further affects advertising attitudes.(3)Gender differences play a moderate role in the impact of targeted advertising(yes/no)on inferences of manipulative intent,and further affect advertising attitudes.(4)Targeted advertising(yes/no)can not affect perceived intrusiveness,and perceived intrusiveness can not play a mediate role in the impact of targeted advertising(yes/no)on advertising attitude.(5)Interaction of gender differences and targeted advertising(yes/no)can not further influence consumer advertising attitudes through perceived intrusiveness.Female groups pay less attention to targeted advertising and need to pay more attention to protecting their privacy and protecting personal and property safety.