Influencing factors of using behaviour for computational advertising under the theoretical model of UTAUT

Based on the UTAUT theoretical model, this paper discusses the applicability of the model incomputational advertising situations. Computational advertising relies on artificial intelligencetechnologies such as big data, cloud computing, new algorithms, and blockchain. Results showthat: performance expectation, effort expectation, and social impact have a positive influence onthe acceptance intention of computational advertising;stimulus has no significant influence onthe using behaviour of computational advertising;the acceptance intention of computationaladvertising has a positive influence on the using behaviour of computational advertising. Fourpoints should be paid attention to in the future computational advertising: paying attention tothe needs of users and realising accurate advertising;improving efforts and expectations andoptimising user experience;enhancing user interaction and user stickiness;protecting user privacyand improving user satisfaction. The core of computational advertising research in the fieldof humanities and social sciences is not dislocated from the traditional user-centred problemconsciousness.

Subjective or objective:How the style of text in computational advertising influences consumer behaviors?

In the era of computational advertising,advertising effectiveness can be measured by different metrics at different stages of the sales funnel.In the upper funnel,the click-through rate(CTR,the rate of click per impression)represents the attractiveness of the advertising;the conversion rate(CVR,the rate of conversion per click)in the lower funnel indicates the persuasiveness of the advertising.Achieving higher CTR and CVR may need distinct advertising strategies:improving CTR requires raising more consumers'interest in the ad,which is more beneficial to publishers;boosting CVR needs the ad to inspire more consumers’desire in the product(service),which is more profitable to advertisers.In order to study the performance of advertising texts in terms of the two dimensions and reconcile the two different goals,this paper draws on Speech act theory(SAT)in linguistics to classify advertising texts into three types(i.e.,assertive,expressive,and directive),and analyzes how advertising texts can impact consumer behaviors.We further categorize the above three styles of advertising texts into subjective type(i.e.,expressive and directive)and objective type(i.e.,assertive).Based on a field study,we find that subjective advertising with more personalization leads to a higher CTR,while objective advertising with higher consistency with the brand information results in a higher CVR.The results suggest that firms with different marketing goals should utilize different styles of advertising texts to elicit desirable consumer behaviors during different stages of the sales funnel.