人格特征对Z一代消费者对个性化广告的点击意图的影响:一项混合方法研究
Partha Saha1, Angan Sengupta1, Priya Gupta1
1Amrita School of Business, Amrita Vishwa Vidyapeetham, Bengaluru, India.
Heliyon
|August 15, 2024
概括
个性化社交媒体广告 (PSMAs) 根据个性特征对Z一代的影响不同. 积极的看法增加了有用性和点击意图,而隐私问题减少了它们.
科学领域:
- 消费者行为 消费者行为
- 数字营销 数字营销 数字营销
- 心理学 心理学 心理学
背景情况:
- 个性化社交媒体广告 (PSMA) 利用消费者数据在拥挤的数字空间中吸引人们的注意力.
- Z世代对社交媒体的高度连接使得他们成为了解PSMA有效性的关键人口.
- 现有的研究缺乏对个性特征如何影响Z世代对PSMAs的反应的细微了解.
研究的目的:
- 调查Z世代的个性特征如何影响他们对Facebook上个性化广告 (PA) 的看法.
- 分析被认为的个性化对点击意图的影响,通过被认为的有用性和隐私问题进行调解.
- 在PSMAs的背景下,探索个性,感知,有用性,隐私和点击意图之间的相互作用.
主要方法:
- 一个解释性的顺序混合方法设计,结合了定量和定性方法.
- 定量阶段 (研究1):对324名Z世代消费者进行结构化问卷调查,通过结构方程建模进行分析.
- 定性阶段 (研究2):与15名Z世代消费者进行深入访谈,以探索定量发现.
主要成果:
- 消费者对PSMA的看法与人格特征有很大差异:外向,良心和神经病导致积极的看法;开放和乐于接受导致负面的看法.
- 积极的PSMA感知增强了感知到的有用性,随后增加了点击意图.
- PSMA的感知不会影响隐私问题,但更高的隐私问题会对点击意图产生负面影响.
结论:
- 数字营销经理可以将PSMA战略性地定制为Z世代的特定人格特征,以提高广告效率.
- 了解个性驱动的感知对于优化PSMA活动和解决隐私问题至关重要.
- 该研究提供了可操作的见解,以提高个性化数字广告在年轻消费者的有效性.
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