A Study On The Influence Mechanism Of Long-term Avoidance Behavior In Computational Advertising

With the development of Internet technology,Internet applications and service have infiltrated people’s daily life.Advertising information loaded into these applications and services has integrated into our life,and becomes a universal existence.Computing advertising is the most important form of Internet advertising practice,and faces the paradox of accurate delivery: that is,computing advertising aiming to achieve rapid and accurate delivery based on user’s network trace data encounters frequent advertising avoidance in practice,and there is a normalized and stable advertising avoidance behavior,that is,longterm advertising avoidance behavior,which seriously affects the effect of computing advertising.In view of this,this study adopts two stages of qualitative and quantitative research to explore and verify the influencing factors and structural relationships of users’ long-term advertising avoidance behavior in computational advertisement,so as to provide scientific care for advertising design and operation and brand construction practice.As the topic of this study is relatively new,previous studies have not made empirical exploration on the influencing factors of long-term advertising avoidance behavior,and lack of accumulation of previous research results,so the exploratory sequence design is selected.In the first stage of the study,based on the literature review,this paper conducted semistructured interviews,confirmed the relevant influencing factors,found their new structural relationships,and constructed a preliminary model to calculate the long-term avoidance behavior of advertising;In the second stage of the study,this paper uses structural equation model to verify and analyze the model,deeply discusses the impact of cognitive cost,privacy concerns,negative advertising attitude and advertising habits on users’ long-term advertising avoidance behavior,and explains the relationship between rational analysis processing system and intuitive heuristic system.The main conclusions of this study are as follows:(1)the long-term advertising avoidance behavior of advertising users is affected by four factors: cognitive cost,privacy concern,negative advertising attitude and habit,in which cognitive cost includes cognitive resources,time cost and space cost;Privacy concerns include perceived invasion,perceived personalization and psychological fear;Habit includes behavior habit and cognitive habit;Advertising attitude includes positive attitude,neutral attitude and negative attitude.(2)Privacy concerns and cognitive costs,which belong to the process of rational thinking,affect the formation of negative advertising attitudes of target users,and as a result advertising avoidance become a habit of users.Privacy concerns,cognitive costs and negative attitudes have an impact on advertising avoidance habits.(3)Long term behavioral avoidance is directly affected by cognitive cost and privacy concerns,while habitual cognitive avoidance is directly affected by cognitive cost and indirectly affected by privacy concerns.This paper consists of five parts.The first part is the introduction,which mainly expounds the research background,research purpose,research significance and innovation.The second part is the literature review of Chapter 2.Through the analysis of relevant research in the fields of media technology and advertising operation,computational advertisement,advertising avoidance,etc..Firstly,it provides a theoretical basis for the follow-up research of this paper.Secondly,it reveals the limitations of existing research,defines the research space of this paper,and puts forward the research issues of this paper.The third part,chapter 3,is the research design of the whole study.The reasons for adopting exploratory sequence design,the technical route,the research objectives of the two stages and the brief introduction of the research methods are described here.The fourth part is the main body of the paper,including chapters 3 and 4.Among them,Chapter 4 is mainly about the exploration of the influencing factors of long-term advertising avoidance behavior and their structural relationships.Based on the analysis of interview data,it refines new influencing factors and their structural relationships,and establishes a preliminary model for the influencing factors of long-term advertising avoidance behavior in computational advertisement,so as to lay a research framework for further empirical verification.Chapter5 uses structural equation model to verify the impact model of long-term advertising avoidance behavior found in the exploratory research in Chapter 4,and reveals the impact mechanism behind individual normalized advertising avoidance behavior.Finally,Chapter 6is the research summary and outlook.It summarizes the research conclusions of this study,and puts forward both the shortcomings of the research and the possible development direction of follow-up research.