个性化广告:影响过程、消费者态度和交互作用

Personalized Advertising:The Process of Influence、Consumer Attitudes and Interaction

基于消费者内隐与外显偏好,个性化广告为消费者提供大量可能性选择的预筛选并根据可能的吸引力进行排序推荐,使得消费者更快地识别和找到符合需要的产品,有利于促成消费者采取与主观偏好紧密结合的决策行为。尽管个性化广告在业界实践中较为普遍,但学界鲜有探讨消费者对个性化广告的反应。总体而言,消费者对个性化广告通常持正反两方面的态度,消费者决策与个性化广告之间的交互影响表现出"良性循环"的价值链。

The provision of personalized advertising involves the pre - screening and sorting a large set of available options in terms of likely attractiveness for the consumers, which are based on an understanding of a consumer＇ s implicit and explicit preference, consequently, the availability of such advertising allows consumers identify they desire quickly, focus their decision efforts on consistency of the subjective preferences. Although, personalized advertising in practice are so common , there are few researchers to the influence of personalized advertising on consumer behavior. In general, consumers hold two - sided attitude towards personalized advertising, and interaction between consumer decision and personalized advertising leads to a＂virtuous cycle＂.