Research On The Avoidance Response Of Algorithmic Recommendation Advertising

With the application of big data and artificial intelligence technology in the field of advertising,the process of advertising production and communication has been restructured.Algorithmic recommendation advertising is one of the most representative forms of digital advertising at present,but in the process of data collection and processing of algorithmic recommendation advertising,it is inevitable to face the contradiction between precise advertising marketing and user privacy protection.Therefore,it is of great significance to discuss the algorithm recommendation advertising avoidance response from the perspective of user privacy trade-off.This study selected four variables including privacy benefits,privacy concern,privacy protection intention and advertising avoidance(cognitive avoidance,emotional avoidance and behavioral avoidance).Descriptive statistical analysis,difference test,correlation analysis and mediation effect test were used to understand the current status of users’ avoidance of algorithmic recommendation ads,and the influence of users’ privacy gain,privacy concern and privacy protection intention on the avoidance response of algorithmic recommendation ads in social media.The findings:(1)Social media users’ perception of privacy benefits is not obvious.Privacy benefits has a significant negative impact on cognitive avoidance of algorithmically recommended ads,and privacy benefits has no significant negative impact on emotional avoidance and behavioral avoidance of algorithmically recommended ads.(2)Social media users’ privacy concerns and willingness to protect privacy are very strong,and have a significant positive impact on the cognitive avoidance,emotional avoidance and behavioral avoidance of algorithm recommendation advertising.(3)Privacy protection intention plays a mediating role between privacy concern and algorithm recommendation advertising avoidance.Among them,the intention to protect privacy plays a partial mediating role between privacy concern and cognitive avoidance,emotional avoidance and behavioral avoidance.(4)Gender,age,educational background and frequency of social media use all have differences in privacy trade-off.Men have higher privacy benefits and women have stronger privacy concerns.Older users have higher privacy benefits and younger users have higher privacy concerns.The privacy benefits and concerns of users with high school education and below are lower than those of other educational groups.Users with low frequency of social media use have the highest privacy benefits and lowest privacy concern.Based on the perspective of user privacy trade-off,through the research on algorithmic recommended advertising avoidance in social media,this study confirms that user privacy trade-off has a certain impact on algorithmic recommended advertising avoidance,and user privacy protection intention plays a partial intermediary role in the impact path of privacy concerns on algorithmic recommended advertising avoidance.Finally,according to the research conclusions,this paper puts forward corresponding suggestions on how to improve users’ privacy benefits,reduce users’ privacy concerns and reduce users’ willingness to protect privacy,so as to reduce the avoidance of algorithm recommendation advertising.