Research On The Impacts Of Personalized Online Advertising On Consumers’ Perceptions And Click Intentions

The popularization of various networked devices enables consumers to produce huge amounts of data every day,and there is great commercial value in that data.With the help of big data,artificial intelligence,and other technologies,companies can extract information about consumers’ lives,interest preferences,or behavioral tendencies from the diverse data that consumers create,and use this information to create user profiles for consumers to guide marketing practices.Against this backdrop,the advent of personalized online advertising(POA)has brought the advertising industry to a new stage of development.By collecting consumers’ personal information and behavioral data,advertisers can accurately target consumers with products or services that meet their needs and preferences,which not only helps consumers conveniently and efficiently access the goods they need,but also maximizes immediate and future business opportunities.However,personalized online advertising requires the collection of consumer information in order to deliver personalized content,which can easily lead consumers to feel that their privacy has been violated.Consumers often say they are concerned about the security of their privacy,and while they sometimes accept personalized advertising services in spite of their own privacy concerns,there is an undeniable tension between consumers and providers of personalized online advertising.To explore the impacts of personalization degree of personalized online advertising on consumers’ perceptions and click intention,explain the inconsistency of consumers’ attitude-behavior when confronted with personalized online advertising in certain situations,and find a method that can reduce the tension between consumers and personalized online advertising providers,this study conducted a 2(personalization degree: low vs.high)× 2(trust-building cue: not displayed vs.displayed)scenario experiment based on privacy calculus theory to analyze consumers’ privacy calculus process when facing personalized online advertising,and to explore the role of trust-building cue in mitigating consumers’ negative responses to personalized online advertising.The results showed that a high personalized online advertising made consumers have higher perceived usefulness and perceived invasiveness,and the two mediated the impacts of personalization degree on consumers’ click intention in opposite ways.In addition,trust-building cue made consumers more willing to click through high personalized online advertising by weakening the indirect effect through perceived invasiveness.This study elucidates consumers’ trade-off process in the face of personalized online advertising and reveals the mitigating effect of trust-building cue on consumers’ negative responses,and these findings serve as a guide for the design of personalized online advertising.