THE IMPACT OF USERS' BEHAVIORAL INTENTION TOWARDS BEHAVIORAL TARGETED ADVERTISING IN SHANGHAI

Abstract

Behavioral targeted advertising is where advertisers and publishers display advertising and marketing information to users based on their behaviors and habits when users browsing the web (Ozcelik and Varnali, 2019). the mobile App platform can use users browsing habits to publish content that is more relevant to users' interests. However, for users, their experience of behavioral targeted advertising mainly comes from two aspects: on the one hand, behavioral advertising can accurately and effectively help them find the products and services they need. But on the other hand, behavioral targeting technology also increases the risk of users' privacy disclosure, which may also cause some mobile users to refuse to click behavioral targeted advertising, or even they may block behavioral targeted advertising.

Based on the classic Technology Acceptance Model (TAM), combined with the characteristics of mobile applications and behavioral targeted advertising, this research appropriately adjusted and extended the traditional TAM. It constructed a new type of Extended Technology Acceptance Model (ETAM), and passed an online survey. In this research, the key factors that influences the behaviour of mobile APP users are studied. Finally, the research will make recommendations for mobile application platforms and advertisers.