CAJ | 학술논문

基于消费者内隐与外显偏好，个性化广告为消费者提供大量可能性选择的预筛选并根据可能的吸引力进行排序推荐，使得消费者更快地识别和找到符合需要的产品，有利于促成消费者采取与主观偏好紧密结合的决策行为。尽管个性化广告在业界实践中较为普遍，但学界鲜有探讨消费者对个性化广告的反应。总体而言，消费者对个性化广告通常持正反两方面的态度，消费者决策与个性化广告之间的交互影响表现出“良性循环”的价值链。
기우소비자내은여외현편호，개성화엄고위소비자제공대량가능성선택적예사선병근거가능적흡인력진행배서추천，사득소비자경쾌지식별화조도부합수요적산품，유리우촉성소비자채취여주관편호긴밀결합적결책행위。진관개성화엄고재업계실천중교위보편，단학계선유탐토소비자대개성화엄고적반응。총체이언，소비자대개성화엄고통상지정반량방면적태도，소비자결책여개성화엄고지간적교호영향표현출“량성순배”적개치련。
The provision of personalized advertising involves the pre -screening and sorting a large set of available options in terms of likely attractiveness for the consumers , which are based on an understanding of a consumer ’ s implicit and explicit preference ,consequently ,the availability of such advertising allows consumers identify they desire quickly , focus their decision efforts on consistency of the subjective prefer-ences .Although , personalized advertising in practice are so common , there are few researchers to the influence of personalized advertising on consumer behavior .In general, consumers hold two -sided atti-tude towards personalized advertising , and interaction between consumer decision and personalized adver-tising leads to a“virtuous cycle”.