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

DOI

10.2991/978-94-6463-488-4_15How to use a DOI?

Keywords

AI; targeted advertising; perceived manipulative intent; perceived privacy invasion; psychological resistance; user attitudes

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.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Xiaolin Li
AU  - Weichun Xue
AU  - Qianwei Xiao
PY  - 2024
DA  - 2024/08/29
TI  - The Effect of Targeted Advertising on Users’ Advertising Attitudes - Moderating Role Based on Product Involvement
BT  - Proceedings of the 2024 2nd International Conference on Digital Economy and Management Science (CDEMS 2024)
PB  - Atlantis Press
SP  - 134
EP  - 143
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-488-4_15
DO  - 10.2991/978-94-6463-488-4_15
ID  - Li2024
ER  -