Research On The Influence Of Ad Context Congruence And Social Influence On The Attitude Of Online Behavioral Advertising

As a new form of online advertising, OB A brings the consumer two kinds of perceived value, which usually influences consumer attitudes from two opposite aspects:perceived usefulness influences consumer’s positive attitude, and perceived risk of privacy influences consumer’s negative attitudes. In order to verify the relationship between advertising features of OBA, perceived value and consumer attitudes, with OBA of product recommendations as the research object, we design two situational experiments in this research.In study 1 we discuss whether context-ad congruence ("high", "medium", "low") will affect consumers’ perceived value (perceived usefulness and perceived risk of privacy), which affect consumers’ attitude to OBA, and get some conclusions:(1) for OBA, with context-ad congruence from "high" to "low", consumer perceived usefulness reduced gradually, on the other hand perceived privacy risks are gradually strengthened. Under the joint action consumer perceived value also gradually reduced, thus the enthusiasm of consumer advertising attitude also gradually reduced; (2) consumer perceived usefulness has positive influence on consumer attitudes and perceived privacy risks has negative influence on consumer attitudes; (3) customer perceived usefulness and perceived privacy risks play a role of intermediary on the relationship between context-ad congruence and consumer advertising attitude.In study 2 we use a between-subjects design of 3 (social impact:"ads", "ads+users like", "ads+friends comment") x 2 (product category:search goods, experience goods) on the basis of study 1 "low" context-ad congruence to discus how social influence impact on customer perceived usefulness and consumer advertising attitudes. The results confirmed that:(1) in general, compared with the normal OBA, OBA joined social influence make consumers gain more perceived usefulness and produce more positive attitude; (2) customer perceived usefulness plays a role of intermediary on the relationship between social influence and consumer advertising attitude; (3) product category has moderating effect on the relationship between social influence and perceived usefulness, while the moderating effect of product category on the relationship between social influence and perceived usefulness is not significant.This article not only expands and enriches the research of OBA, but also theoretically explains the different consumer attitudes toward OBA. At the same time, this research carry on the positive exploration to improve the effect of OBA, provide certain theoretical basis for advertisement strategy.