Research On Consumer's Ethical Perception Of Personalized Recommendation Advertising

In the era of big data,personalized recommendation technology has become a necessity for mobile app to recommend information,aiming to provide users with accurate information that they are interested in.The widespread use of personalized recommendation advertising,on the one hand,has brought convenience to consumers and reduced the burden of information;on the other hand,this kind of advertising push mechanism has hidden the risk of ethical anomie.Therefore,this paper combines the application of personalized recommendation technology in the field of advertising,and establishes the research on the ethical perception of consumers on Personalized Recommendation advertising.Firstly,this paper analyzes the relevant theoretical literature about personalized recommendation advertising and ethical anomie at home and abroad,and expounds and summarizes the research status of the impact of personalized recommendation advertising on network information behavior.Scholars at home and abroad have shown that there is ethical anomie in personalized recommendation advertising,focusing on the following aspects: information narrowing,personal privacy invasion,pan entertainment,algorithm discrimination,wrong identity,etc.Consumers also have different perception standpoints on these dimensions.Based on the content analysis of personalized recommendation ads and the rooted research of consumer ethical perception,this paper constructs a consumer ethical perception model.The algorithm design of personalized recommendation advertisement should optimize the perception of consumer ethics.