Research On The Impact Of Perceived Risk And Perceived Benefit To Attitude Of Computational Advertising

Computational advertising is an emerging discipline born from a new advertising model,which not only inherits the core theory of traditional advertising,but also adds new ideas to traditional theories and brings new ideas under the development of science and technology.The prerequisite for the implementation of computing ads is to obtain a certain amount of user data,so privacy issues are closely related to computing ads.Through privacy calculation,what kind of changes will occur in privacy concerns and user attitudes under the dual game of perceived risk and perceived benefits?Based on the CAC theoretical framework and attitude theory,this paper explores the relationship between perceived risk and perceived return on the cognitive attitude,emotional attitude and behavior attitude of computing advertising users,as well as the specific degree of influence and influence path,takes privacy concern as the mediating variable,explores the role played by user privacy concern,and strives to construct a complete model of "the influence of perceived risk and perceived return on computing advertising attitude".In this study,the measurement questions of each variable were set up by combining the mature scales of previous scholars’ research,and then SPSS 26.0 and AMOS 26.0 were used to statistically analyze the obtained sample data,as well as to construct structural equation models and verify the proposed hypotheses.Ultimately,this paper concludes that perceived risk and privacy concerns have a negative effect on the attitudes of computing ad users,while perceived revenues have a positive effect on the attitudes of computing ad users,and privacy concerns act as intermediaries.Finally,this study puts forward a little reference suggestion for the computing advertising industry,and believes that practitioners should optimize advertising settings from the following aspects: weaken user perception risk and optimize platform mechanism;create a win-win situation with user perception of revenue as the leader;enrich the form of expression and improve the quality of advertising;reduce user privacy concerns,and balance commercial interests and privacy security.