| Compared with the extensive delivery of traditional advertising,personalized advertising under the trend of big data has become more and more recognized,but as marketers’ ability to track online behavior and display related advertising continues to grow,consumers are increasingly vigilant about the way businesses collect and use personal information.Privacy concerns are an important factor affecting the effectiveness of advertising.How to balance the relationship between personalized advertising and privacy concerns is an important prerequisite for the development of personalized advertising.Based on the background of advertising transparency,this paper explores the effects of advertising transparency and user-mediated orientation on users’ privacy attitudes and acceptance effects in personalized advertising delivery by using the experimental method of event-related potential(ERP)in neuroscience combined with regulatory orientation theory and rational behavior theory.The experimental conclusion is divided into two parts.Behavior part:(1)advertising transparency has a significant impact on user privacy attitude and acceptance effect.In the absence of advertising transparency,the acceptance rate is the lowest;in the absence of advertising transparency,the acceptance rate is the highest when advertising transparency is acceptable;and in the absence of advertising transparency,the acceptance rate is relatively low.(2)the effect of adjusting orientation is not significant.(3)The interaction between advertising transparency and regulatory orientation is significant;for defensive targeted users,there is no significant difference in the impact of non-advertising transparency and unacceptable advertising transparency,but there is a significant difference in the impact of promoting targeted users.The above results show that users expect to obtain advertising transparency information,reflecting the user’s high concern for personal privacy.EEG part:(1)The effect of advertising transparency on N2,N4,LPP is significant.In terms of conflict perception,N2 and N4 amplitudes were larger when there was no advertising transparency,and LPP amplitudes were larger when there was advertising transparency in terms of emotional distribution.(2)Adjustment orientation has significant effect on N4 and LPP.Under the unacceptable transparency stimulus,the N4 amplitude produced by the defending directional user is higher and the LPP amplitude is lower than that produced by the promoting directional user.(3)the interaction between advertising transparency and regulation orientation is significant,mainly in N2 and LPP components.For defensive targeted users,acceptable advertising transparency and unacceptable advertising transparency have significant effects on N2 and LPP components,but not on promoting targeted users.This shows that between the personalized advertising recommendation and privacy issues,defensive orientation pays more attention to privacy issues. |
