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The Effect of Targeted Advertising on Users’ Advertising Attitudes - Moderating Role Based on Product Involvement

In: Proceedings of the 2024 2nd International Conference on Digital Economy and Management Science (CDEMS 2024)

Author

Listed:
  • Xiaolin Li

    (Sichuan Agricultural University)

  • Weichun Xue

    (Sichuan Agricultural University)

  • Qianwei Xiao

    (Sichuan Agricultural University)

Abstract

With the rise of e-commerce, advertisement intelligent recommendation is gradually widely used, they provide users with personalized advertisement recommendation based on their platform behavior data, but there is a controversy about the boundary conditions of AI advertisement recommendation. In this paper, based on the stimulus-organism-response theory, we investigate how targeted ads affect users’ attitudes toward ads. It is found that targeted ads further influence users’ psychological resistance and attitudes toward ads by affecting perceived manipulation intent and perceived privacy violation. In addition, product involvement (high vs. low) moderates the relationship between targeted ads (targeted vs. non-targeted) and perceived manipulation intention and perceived privacy invasion, and the effects of targeted ads on perceived manipulation intention and perceived privacy invasion are mitigated when the products intelligently recommended by the ads are low-involvement products.

Suggested Citation

  • Xiaolin Li & Weichun Xue & Qianwei Xiao, 2024. "The Effect of Targeted Advertising on Users’ Advertising Attitudes - Moderating Role Based on Product Involvement," Advances in Economics, Business and Management Research, in: Junfeng Liao & Hongbo Li & Edward H. K. Ng (ed.), Proceedings of the 2024 2nd International Conference on Digital Economy and Management Science (CDEMS 2024), pages 134-143, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-488-4_15
    DOI: 10.2991/978-94-6463-488-4_15
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