Research On The Influence Of Intelligent Advertising Characteristics On Users' Willingness To Accept

The "creative destruction" of artificial intelligence technology on traditional advertising has profoundly changed the advertising operation process and reconstructed the entire advertising industry structure and format.Based on the perfect integration of user demand,algorithm recommendation and scene matching,intelligent advertising personalized application is gradually normalized,which greatly enriches the connotation and extension of advertising,leaving huge imagination space and development prospect for the future development of advertising industry.With intelligent advertising development in the field of practical application,and academic studies also showed a trend of rapid increase of nearly two years,but mostly focused on the characteristics of the form,the application process and the discussion of its industry and industry influence on,and from the perspective of empirical research on intelligent advertising is relatively lacking.Based on carding domestic and foreign about the intelligent advertising,user attitude,accept intend to research,on the basis of combining with L&S mode,CAB model,the ads feature model and IAM interactive advertising model and relevant theory,to personalized,interactive advertising,advertising precision,consistency as the independent variable,the user attitudes as intermediary variables,user acceptance intention as the dependent variable,consider is convenient to adjust the privacy concerns,build the corresponding theoretical model,and through the questionnaire for the specific empirical research.The results show that:1)The overall willingness of users to accept intelligent advertisements is relatively high.2)The personalization,interactivity and context consistency of intelligent advertising have significant direct effects on users' acceptance intentions,while the accuracy of advertising has no significant direct effects on users' acceptance intentions.3)User attitude plays a complete intermediary role in the accuracy of intelligent advertising,while it plays a partial intermediary role in the personalization of advertising and the consistency of advertising context.4)Perceived privacy concerns play a negative role in moderating the influence of advertising accuracy and advertising context consistency of intelligent advertising features on user attitudes.Finally,according to the research results,this paper puts forward marketing Suggestions for intelligent advertising: attach importance to user data collection,and build a customer relationship management system;Develop procedural creativity,improve advertising narrative technology and ability;Timely matching advertising to build emotional interaction of advertising;Strengthen advertising scene-based marketing,strengthen online and offlinelinks;Respect privacy rights and improve the psychological acceptance of advertising users.Hope to provide an effective promotion plan for the application development of intelligent advertising industry.