Research on the Influence Mechanism of Privacy Concerns on Online Behavioral Advertising Acceptance

Online behavioral advertising is a product of the combination of Internet advertising and big data technology, which has become the main means of advertising and marketing nowadays with its unique advantages such as accurate targeting, but at the same time, it has also triggered people's concern about information privacy and security. In order to study the influence mechanism of users’ privacy concern level on the acceptance of online behavioral advertisements, this study collects data through questionnaire survey method, empirically analyzes and explores the causal complexity of the influence mechanism of privacy concern and advertisement acceptance by using the Structural Equation Modeling (SEM) and fsQCA methods. mechanism. The results of the study show that: (1) privacy concern has a direct positive effect on perceived risk; perceived risk, perceived gain and perceived ad usefulness jointly act on user attitudes to influence online behavioral ad acceptance, in which perceived gain plays a partially intermediary role; Subjective norms directly influence perceived usefulness; privacy invasion experience plays a moderating role between perceived usefulness and behavioral willingness; (2) the driving paths of ad acceptance can be classified into comprehensive-driven, revenue-driven, and effect-driven. The findings of the study help e-commerce enterprises and platforms to rationally optimize their advertising strategies, and provide theoretical and practical insights into how to effectively improve users’ attitudes and willingness to use online behavioral advertisements.