A Study On User’s Privacy Concern And Acceptance Of Online Behavioral Advertising

Online behavioral advertising is a major achievement of big data applying to the online advertising industry.Due to its accuracy and effectiveness,online behavioral advertising is gradually becoming the trend of global advertising industry.However,it has raised user’s concerns about privacy issues while it brings bright prospects for the advertising industry.Therefore,how to find an optimal balance between the accuracy of online behavioral advertising and the protection of consumer’s privacy is one of the most focused issues.First of all,based on TAM model and VAM model and combining with the characteristics of online behavioral advertising,this study build the model of users’ privacy concern and adoption intention of online behavioral advertising.Then this study collect required sample data through questionnaires and verify our hypothesis through structural equation modeling analysis.Also,this study put forward a click-reward mechanism of online behavioral advertising based on game theory,which makes online behavioral advertising more acceptable to all the participants,especially the users.Through empirical study,we found out that:Trust,monetary rewards and perceived usefulness all positively affect users’ adoption intention,but perceived risk negatively affects user’s adoption intention to online behavioral advertising.Privacy concerns can positively affect perceived risk,perceived risk negatively affects trust,and trust can positively affects perceived usefulness.Besides,this study also found that monetary rewards can positively affects trust through the correction of the model.In addition,this study also found that gender,age,income,and experience do not differentially affect users’ privacy concerns.But education affects the privacy concerns of users,the more-educated users pay more attention to their privacy than the less-educated users.In addition,this study put forward a click-reward mechanism based on the current advertiser-agent-user tripartite model and the calculation of Stahlberg’s three-phase model.Users,agents and advertisers can maximize their benefits when they make decisions according to the click-reward mechanism.By analyzing and verifying the users’ adoption intention of online behavioral advertising,this study can explain the reasons behind some of the users’ behavior.So that the agents and advertisers can develop effective marketing strategies and incentive mechanisms to solve the privacy concern of online behavioral advertising and create more value for consumers and companies.