Research On Ethical Decision Making Of Consumer Advertising From The Perspective Of Perceived Value

In the era of intelligence media,the rapid development of the advertising industry is accompanied by the exposure of false,pornographic,privacy invasion and other advertising problems from the public perspective.The contradiction between the mainstream demand of the society and the excessive commercialization of advertising is increasingly intensified,the balance between the generalization of the main body of advertising activities and the subdivision of the regulatory system is out of balance,and the ethical problems of advertising are prominent.Traditional advertising ethics study to problem of the concept of descriptive research and the "how to" normative research primarily research model has struggled to cope with new advertising ethical issues of media epoch,the interpretation of the "why" type design research,based on the realistic situation of fact research needs to be on the agenda,meso and micro go hand in hand the multi-dimensional three-dimensional dynamic advertising system needs to be ethical practice.Under the paradigm of applied ethics,it is of great significance to conduct empirical research on consumers at the micro level in advertising activities.Perceived value under the perspective of consumer advertising ethical decision-making research research topics mainly rely on advertising ethics,ethical decisions,consumer perceived value,such as theoretical basis,focusing on specific consumer perception of advertising in marketing activities and their actual behavior,namely analysis interactive mechanism between perceived value and consumer advertising ethical decision-making relations,consumer advertising ethical decisions start factors,judging standard,consumers' ethical values and advertising effectiveness,the interaction between advertising practice.Combining with domestic and foreign advertising ethics,perceived value and relevant theoretical foundation and realistic situation,create perceived value under the perspective of consumer advertising ethical decision-making research model,the research hypothesis,research design and questionnaire,using the SPSS23.0 software and Amos software to recovery of 307 valid questionnaire data correlation,multiple regression analysis.And the empirical study confirmed that the information quality,the perceptual demand,perceived entertainment,perceived risk and privacy concerns have correlation effects on consumer advertising ethical decisions,sense of autonomy and ethicalconsciousness does not have significant negative correlation,gains impact on ethical decision making in perception,discusses the intermediary effect is greater than the perceived benefit of conclusion and reflection,and get the following enlightenment: information quality,the perceptual demand,perceived entertainment and self-efficacy has significant positive correlation,should pay attention to innovative advertising content creation and propagation path transmission,enhance the user self-efficacy;There is a significant negative correlation between perceived autonomy and moral intensity,so users' information control should be guaranteed and moral intensity should be reduced.If perceived autonomy and ethical consciousness have no significant negative impact,users should be screened and grouped in actual marketing activities to improve the efficiency of accurate advertising.Privacy concerns have a significant positive impact on ethical consciousness,so the privacy protection mechanism should be improved to ensure users' privacy decision.Perceived risk has a significant positive impact on ethical consciousness,so we should pay attention to user orientation and reduce perceived risk in market segments.Cognitive level has a significant positive effect on moral strength,while perceived risk and cognitive level do not.Therefore,attention should be paid to advertising ethics education to improve users' cognitive level.In the mediation test,the cognitive level and self-efficacy have partial mediating effect in the influence of perceived gain and perceived loss on ethical decision-making,and the mediating effect in the influence of perceived gain on ethical decision-making is greater than perceived loss,so the reward mechanism should be increased to strengthen perceived gain.The future research on advertising ethics will be based on tracing,effect and value orientation.The study of advertising ethics should constantly explore new research paradigms and use new research methods to constantly verify,expand and revise the classical theories.