The Study Of Factors That Influence Privacy Concern In The New Media Targeted Advertising

Nowadays, with the rapidly development of the Internet and mobile Internet, the new media has also been more and more people to accept. Compared with the traditional media, the new media has three characteristics: mobility, location and social. Such characteristics leads to the user’s personal privacy information exposuring in the network in using of new media. Inevitably, the information may be uses by third party illegally without user ‘s consent, or third party may predict user’s behavior through data mining. The data+ advertising(Targeted Advertising) the popularity of personalized advertising(Personalized or Advertising) or customized advertising(Customized Communications Advertising) made the advertising success. Different with the traditional advertisement, the market environment need intensive delivery method, precise delineation of customers, accurate delivery information, such advertising information is sticky and effective. So, with these advantages targeted advertising have been into our vision. But, advertisers and advertising industry looking forward to the targeted advertising too much, it also brought huge problems. Due to principle of accurate delivery, the technology lies in the establishment of database users. Specifically is through the user demographic data(such as age, gender, occupation, education, and so on) and the user’s network behavior(length of time on the Internet, Internet use frequency, web search, online attention point) collected data to achieve accurate delivery. And the database involves user privacy issues, a survey of China Consumer Association showed that "unauthorized sale through the Internet to obtain personal information of consumers" has become an important issue of protecting the rights and interests of consumers. The academic research also shows that the user’s attention on the privacy is gradually affecting the user’s acceptance of targeted advertising and subsequent willingness to purchase behavior.In this context, I studied the problem of new media targeted advertising in users’ privacy concerns, in-depth studied the new media advertising in the user’s privacy concern situation, and analyses the factors that may affect the user privacy concerns, for the subsequent scholars to study the relation between privacy and user behavior paving the way and provide reference and suggestions for advertisers.The research includes following several parts:(1) First of all, I reviews the previous research on privacy concerns, in literature research foundation, made an preliminary extraction and classification of a possible factors that affect the user privacy concerns;(2) Then, through the online open questionnaire survey and group interviews to investigate the users of new media targeted advertising click behavior characteristics and the using of habits and attitudes, summarizing factors which can affect users’ privacy concern.(3) At the end, through the method of questionnaire survey I sum up and identify the factors that influence the users’ privacy concerns, and analysis the impact of various factors on the privacy concerns.(4) On the basis of this, I put forward some suggestions and references for advertisers.The main achievements of this paper include:(1) Preliminary study the factors of users’ privacy concerns in the new media targeted advertising;(2) Understanding the currently existing problems of users’ privacy in targeted advertising and the current situation of user privacy concern;(3)It is concluded that "the personal factor "," the environmental factors "," the information factors "three categories affect users’ privacy concern factors. Including" personal characteristics "," individual privacy tendency "," personal capacity ", platform reputation", "social influence", "social system environment", "perceived information useful", "perceived information interesting" and sets up the model of privacy concerns.(4) According to the influence factors of the privacy concerns, I designed the advertising strategy to provide advice and reference to advertiser for the delivery.