The Influence of Privacy Concern on Advertising Persuasion Effect under Intelligent Recommendation

Junfeng Liao, Junfeng Liao, Yongyu Liao, Chufang Huang, Quzhen Zhaxi

2022

Abstract

This paper discusses the relationship and mechanism between consumers’ privacy concerns, cognitive responses and advertising persuasion effect. Based on the stimulus response (SOR) model, this paper uses SPSS and AMOS to analyze the collected questionnaire, and concludes that consumers’ privacy concerns are negatively correlated with advertising persuasion effect under intelligent recommendation. Emotional response (positive emotion and negative emotion) plays a mediating role between privacy concern and advertising persuasion effect. Under intelligent recommendation, consumers’ cognitive response is positively correlated with advertising persuasion effect. There is a positive correlation between advertising persuasion effect and attitude has a positive effect on the intention of continuous use by positively affecting the willingness to accept.

Paper Citation

in Harvard Style

Liao J., Liao Y., Huang C. and Zhaxi Q. (2022). The Influence of Privacy Concern on Advertising Persuasion Effect under Intelligent Recommendation. In Proceedings of the International Conference on Big Data Economy and Digital Management - Volume 1: BDEDM, ISBN 978-989-758-593-7, pages 515-520. DOI: 10.5220/0011189300003440

in Bibtex Style

@conference{bdedm22,
author={Junfeng Liao and Yongyu Liao and Chufang Huang and Quzhen Zhaxi},
title={The Influence of Privacy Concern on Advertising Persuasion Effect under Intelligent Recommendation},
booktitle={Proceedings of the International Conference on Big Data Economy and Digital Management - Volume 1: BDEDM,},
year={2022},
pages={515-520},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011189300003440},
isbn={978-989-758-593-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the International Conference on Big Data Economy and Digital Management - Volume 1: BDEDM,
TI - The Influence of Privacy Concern on Advertising Persuasion Effect under Intelligent Recommendation
SN - 978-989-758-593-7
AU - Liao J.
AU - Liao Y.
AU - Huang C.
AU - Zhaxi Q.
PY - 2022
SP - 515
EP - 520
DO - 10.5220/0011189300003440