Research On Influencing Factors Of Consumer Privacy Protection Behavior In Targeted Advertising

With the rapid development of Internet information technology,Internet marketing will become one of the important channels for almost all enterprises to promote their products or services.More and more advertisers begin to rely on mobile devices such as mobile phones to deliver personalized products and services to target customers.The premise of accurate delivery of targeted advertising is the continuous collection and analysis of consumer information.In the era of big data,the efficient collection and use of targeted advertising service providers’ data will inevitably cause consumers’ privacy concerns,and consumers will be more inclined to take relevant privacy protection behaviors in the face of the risk of personal information privacy disclosure.However,too negative privacy protection behavior will greatly reduce the effectiveness and economy of targeted advertising,which is not conducive to the sustainable development of the Internet targeted advertising industry.From the perspective of consumers,this study explores the factors that influence consumers’ privacy protection behavior in targeted advertising.On the basis of the literature research,the protective motivation theory and the social cognition theory are used to introduce variables such as perceived benefit,response cost and privacy concern,and construct the research model of influencing factors of consumer privacy protection behavior in targeted advertising and put forward the hypothesis.A total of 394 valid questionnaires were collected by questionnaire survey method.SPSS26.0 and Amos28.0 were used for empirical analysis.The hypotheses were verified by structural model analysis method,and the effects mediated by privacy concerns and privacy protection intentions were tested.At the same time,the sample gender,education level,online time per day and the frequency of receiving targeted advertisements were respectively used for multi-group analysis.The results of the empirical analysis show that:first,the threat assessment process and self-efficacy in PMTS positively affect users’ privacy concerns and privacy security protection intentions;Secondly,the cost and perceived benefit of consumers’ response to targeted advertising negatively affect consumers’ privacy concern level and privacy protection intention.Thirdly,privacy concern and privacy protection intention have a direct positive impact on consumers’ privacy protection behavior.Based on the research and analysis results of this paper,five suggestions are put forward for the development of targeted advertising industry:first,optimize the targeted push system to accurately connect with consumer needs;Second,the creative optimization of advertising content,improve the interaction between the two sides;Third,fully respect consumers’ right to know and autonomy;Fourth,strengthen self-restraint,improve industry self-discipline;Fifth,the implementation of the responsible body,strengthen consumer data protection.Finally,the limitations of this study are analyzed and the future research is prospected.