【作者】 郑颖；

【导师】 李牧南；

【作者基本信息】 华南理工大学 ， 企业管理， 2019， 硕士

【摘要】 随着中国手机网民规模达到7.53亿,移动互联网用户比例已经高达97.5%。同时,移动支付技术的发展使得手机网上支付网民高达5.27亿,手机购物逐渐成为移动设备用户主要的消费模式。移动广告市场规模亦随之出现爆发性增长,2018年中国移动广告规模预计将达到可怕的3698.4亿。然而,随着消费者行为的复杂化以及市场的进一步细分,片面追求曝光以及高点击率的传统粗放型广告投放模式已经不能满足移动广告商的投放需求,广告商渴望在海量的移动应用用户当中,找到他们所需要的那部分用户,从而节省不必要的广告费用支出。因此,大部分的广告投放需求开始倾向于定向精准的投放模式。恰逢此时,以用户数据的可追踪性和大数据分析技术为基础的行为定向广告兴起,这种基于互联网用户浏览和点击等行为的在线定向广告日益得到广告商与流量主的重视和青睐。另一方面,作为广告信息的接收者以及移动APP(Mobile Application)的使用主体——用户而言,他们对于广告技术实现手段的层面并不存在直观的认知。他们所能感受的体验很大程度来源于两个方面:一方面是行为定向广告可以精准而高效地帮助他们找到心仪的商品和服务;另一方面是行为定向技术也加大了用户隐私(Users’Privacy)泄露的风险,因此也可能会引起部分移动用户对行为定向广告的排斥。为了进一步对影响移动APP用户接受行为定向广告的接受意愿的影响因素进行实证分析,明确影响用户态度和接受意愿的影响因素,并据此提出针对行为定向广告的可行运营建议。本文从经典的技术接受模型(Technology Acceptance Model,TAM)出发,结合移动应用和行为定向广告的特点,对传统的TAM进行了适当调整和扩展,构建了一个新型的ETAM,并通过在线问卷调查的形式,研究了移动APP用户对行为定向广告接受意愿的影响因素。总体而言,本文针对当前海量移动用户可能会接受什么样的行为定向广告这一新的管理问题,提出了一个基于扩展的技术接受模型(Extended Technology Acceptance Model,ETAM)的研究方案,并采取了问卷调研和统计推断的方法予以了验证,最后针对广告商以及负责广告具体投放环节的广告平台,提出了一些具有一定管理启示意义的结论和建议。更多还原

【Abstract】 With the popularity of various applications based on mobile terminals,mobile shopping has become the main mode of consumption for young people.At the same time,the advertising based on mobile applications has also seen an explosive growth.However,in recent years,mobile advertising is no longer satisfied with the traditional extensive advertising mode and has begun to turn to the targeted and accurate advertising.The traceability of user data and the emergence of large data analysis technology make behavior oriented advertising rise gradually.Online oriented ads based on Internet users’ browsing and clicking have been paid more and more attention by the manufacturers.However,for mobile APPs(Mobile Applications)users,on the one hand,behavioural oriented ads can help them find the goods that they want accurately and efficiently;on the other hand,behavior orientation technology also increases the risk of user privacy(Users’ Privacy)leakage,which may also cause some mobile users to do so The exclusion of behavior oriented advertising.In order to further analyze the willingness of mobile application customers to accept behavior oriented advertising,this paper,starting from the classic acceptance model(Technology Acceptance Model,TAM),combined with the characteristics of mobile applications and behavior oriented advertising,adjusted and expanded the traditional TAM,and constructed a new TAM,and passed online.The form of questionnaire is used to study the influence factors of mobile APP users’ willingness to accept behavior oriented advertisements.In general,this paper puts forward a research scheme based on the Extended Technology Acceptance Model(ETAM)based on the new management problem of what kind of behavior oriented advertising may be accepted by mass mobile users.Finally,some conclusions and suggestions with certain managerial implications are obtained.更多还原