Research On Consumers' Attitudes Towards Smart Advertising

According to a survey report issued by Xaxis and IAB Europe in 2019 on "Artificial Intelligence-Myth and Reality in the World of Online Advertising",nearly80% of the respondents have a good understanding of artificial intelligence.Artificial intelligence is thought to promote targeted audiences and online advertising,delivering ads to the right people at the right place and at the right time.It can be said that the emergence of smart advertising marks a new paradigm for the advertising industry in the intelligent era.Precision recommendations,high degree of interaction and human experience will cause changes in consumer attitudes.Although there are more and more related researches on the definition,classification,characteristics and impact of smart advertising at home and abroad,the research on detecting smart advertising from the perspective of audiences is still very few.From the perspective of the audience,whether they have a clear perception of smart advertising,what attitude they have towards smart advertising,and how to make better use of the characteristics of smart advertising for effective advertising communication are all issues worth considering.At present,smart advertising mainly allows ads to interact closely with users to create new communication modes and marketing approaches.Therefore,exploring consumer attitudes is a powerful verification method for the effectiveness of smart advertising.First of all,this study combined the research results of consumer attitudes,smart advertising,and consumer behavior to formulate an in-depth interview outline,and used the qualitative analysis software Nvivo 12.0 to obtain the eight factors that affect consumers 'attitudes towards smart advertising The influence factors of the cognitive stage are personalized recommendations,brand awareness and platform trust,the influence factors of the emotional stage are entertaining,informative,and intrusive,and the influence factors of the behavior stage are preferential information and opinion leaders.Hypothesis,combined with questionnaire survey and dataanalysis to verify the rationality of the hypothesis.After collecting valid questionnaires,the statistical software SPSS 18.0 was used to analyze the data.It was found that factors such as personalized recommendations,brand awareness,platform trust,entertainment,and opinion leaders were positively correlated with consumer attitudes.There is a negative correlation between consumer attitudes,and the correlation between preferential information factors and consumer attitudes is not obvious.It can be said that consumers are currently in the initial cognitive stage of smart advertising.The results of in-depth interviews and questionnaire surveys show that respondents' perception of the characteristics of smart advertising is not obvious,and their understanding is not deep enough,but the advertising experience is relatively speaking.Compared with the traditional advertising in the past,it is more interesting and more convenient for consumers.In terms of precise positioning and user privacy,consumer attitudes are relatively negative,so smart advertising still needs to be improved,otherwise the advertising performance will also be affected,which is not conducive to the development of smart advertising.In the prospect of smart advertising,improvements can be made in terms of enhancing the accuracy of personalized recommendations,improving the quality of advertising content,and the intensity of advertising supervision.