Study On The Impact Of Online Behavioral Advertising On Consumers'attitudes And Privacy Concerns

As a new form of accurately targeted advertising,Online Behavioral Advertising can be accurately delivered to the target customers,greatly reducing the advertising costs from advertisers,thus really welcomed by advertisers.However,consumers' acceptance and satisfaction are the premise of advertising success.If consumers resist such advertising form,this will only waste the advertising costs.Therefore,studying consumers' attitude and acceptance to such new form advertising will have a significant guidance for advertisers toadjust the advertising delivery policy in the future.As a new form of advertising,Online Behavioral Advertising is developed from Behavior Targeting technology,therefore,from the perspective of new technology acceptance,this article studies consumer's attitude and acceptance toward such new form of advertising.First of all,from the perspective of the characteristics of Online Behavioral Advertising,based on the technology acceptance model(TAM)and(TTF)theory,study 1 discusses the main factors affecting consumers' attitudes,using structural equation model(SEM)to analyze questionnaire survey data in a total of 350.The results show that both task-technology fit and consumers' perceived usefulness have a direct positive influence on consumer's attitudes.Secondly,from the perspective of the characteristics of consumers,study 2 introduces consumers' privacy concerns as a moderator variable to explore privacy concerns' influence on the relationship between task-technology fit and attitude,and between perceived usefulness and attitude using structural equation model(SEM)to analyze questionnaire survey data in a total of 550.The results found that privacy concerns has a significantly negative influence on the relationship between task-technology fit and attitude,and between the perceived usefulness and attitude,namely the higher degree of privacy concerns will weaken the positive relationship between task-technology fit and attitude,and between perceived usefulness and attitude.Experiment 2 also further explores which kinds of people have higher privacy concern,but which not.The results showed that the privacy concern of female is generally higher than that of male,consumers with higher education degree have higher privacy concern than that of consumers with lower education degree,the longer the network age of the consumers,the higher degree of privacy concerns,but income and age had no significant influence on privacy concerns.According to the above study results,it is suggested to advertisers that before Online Behavioral Advertising is delivered to target consumers,advertisers should clearly know about which type of consumers with higher degree of privacy concern and which not,and based on this,they can choose appropriate policy to deliver advertising,for example,the contents of advertisements be in the maximum to meet consumers' requirements and be useful to consumers should be delivered to consumers with lower privacy concerns.