With the wide application of artificial intelligence and big data technologies,personalized advertising has become a mainstream strategy for digital marketing.However,whether highly relevant ad recommendations always ...With the wide application of artificial intelligence and big data technologies,personalized advertising has become a mainstream strategy for digital marketing.However,whether highly relevant ad recommendations always lead to better user acceptance is increasingly being questioned.This study investigates the impact of ad recommendation relevance(strong vs.weak)on user acceptance and examines the moderating role of users'exploratory tendency.Using a simulated ad experiment combined with an online survey,it finds that while strongly relevant ads generally receive higher acceptance,weakly relevant ads are more attractive to users with higher exploratory tendencies.Privacy concerns and interest domain heterogeneity also influence ad effectiveness.This research contributes to optimizing ad resource allocation and enhancing the return on investment in advertising.展开更多
文摘With the wide application of artificial intelligence and big data technologies,personalized advertising has become a mainstream strategy for digital marketing.However,whether highly relevant ad recommendations always lead to better user acceptance is increasingly being questioned.This study investigates the impact of ad recommendation relevance(strong vs.weak)on user acceptance and examines the moderating role of users'exploratory tendency.Using a simulated ad experiment combined with an online survey,it finds that while strongly relevant ads generally receive higher acceptance,weakly relevant ads are more attractive to users with higher exploratory tendencies.Privacy concerns and interest domain heterogeneity also influence ad effectiveness.This research contributes to optimizing ad resource allocation and enhancing the return on investment in advertising.
