| With the development of Internet and big-data technology,it is possible to make advertising more accurate.Precise advertising is a kind of personalized advertising based on the collection and storage of personal information,tracking personal online behavior and analysis of what to present to consumers.However,the progress of technology has also improved the ability of the audience to filter and block information,even if the delivery is more accurate,advertising avoidance of consumers is still increasing.Only by understanding the factors that affect advertising avoidance can we find effective measures to mitigate advertising avoidance.Therefore,on the basis of reviewing the related research and combining with the characteristics of precise advertisement,this paper constructs the model of precise advertising avoidance and explores the influencing factors of precise advertising avoidance under the background of big data.This paper first summarizes the related literatures about precision marketing and advertising avoidance both at home and abroad.This paper draws on the classification of the online advertising avoidance model constructed by Cho(2004)and divides the advertising avoidance into three dimensions: cognitive avoidance,emotional avoidance and behavioral avoidance.The research combines the characteristics of precision advertising and consumer psychology to extract three factors,Goal Impediment,Perceived Personalization,Privacy Concern as the independent variables and Negative Attitudes is used as mediator variables to construct the precise advertising avoidance model,and the empirical research is carried out by distributing the questionnaire to verify the theoretical hypothesis.Through empirical research,this paper has the following research conclusion: 1)Perceived goal impediment of the precise advertising is related to cognitive avoidance,emotional avoidance and behavioral avoidance positively.The stronger of the degree of perceived goal impediment,the stronger the tendency of avoidance;2)Perceived personalization has a negative impact on cognitive avoidance,emotional avoidance and behavioral avoidance.The greater the degree of perceived personalization,the weaker the tendency to avoid advertising.In this study,the path coefficient of the perceived personalization is greater than the privacy concern,indicating that the perception of customization has a stronger effect on the avoidance of advertising;3)Privacy concern has a positive impact on emotional avoidance and behavioral avoidance,but the impact on cognitive avoidance is not significant;4)Consumers’ negative attitude has the mediation effect.In the impact of perceived goal impediment,perceived personalization,and privacy concerns on the avoidance of precision ads,negative attitude is partially mediated.Based on the research results,this study puts forward some suggestions on how to mitigate the avoidance of precise advertising and improve the effect of it. |
