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数字化时代下的消费者行为分析随着科技的不断发展和互联网的普及，数字化时代已经来临，对消费者行为产生了深远的影响。
这一时代的消费者行为已经从传统的线下消费转向了线上消费，这为企业和营销者提供了全新的机遇和挑战。
本文将对数字化时代下的消费者行为进行分析，并探讨其影响因素以及对企业和市场营销的启示。
首先，数字化时代给消费者带来了更多的选择。
传统的实体店面受限于空间和库存，其商品种类和数量有限。
而在互联网上，消费者可以轻松访问到全球范围内的各种商品和服务，同时可以比较不同平台的价格和质量。
这使得消费者变得更加挑剔和理性，他们更倾向于选择性价比高的产品。
对于企业来说，这意味着他们需要更加注重产品的质量和竞争力，借助数字化技术提升产品的附加值，才能在激烈的竞争中赢得消费者的青睐。
其次，数字化时代下的消费者行为更加个性化。
在互联网上，消费者的个人信息和行为数据被广泛收集和应用，这使得企业能够更精准地了解消费者的需求和喜好。
借助大数据和人工智能技术，企业可以为每个消费者提供个性化的推荐和定制化的产品和服务。
消费者也能够更加方便地表达自己的需求和意见，与企业进行实时的互动反馈。
这种个性化的消费体验不仅能够提高消费者的满意度，也能够增强消费者对品牌的忠诚度。
因此，企业需要积极投资和利用数字化技术来进行个性化营销和服务，以满足消费者个性化需求的同时提升自身竞争力。
此外，数字化时代下的消费者行为更加社交化。
社交媒体和在线社区成为消费者交流和分享购物经验的平台，他们可以与朋友、家人和其他消费者讨论产品和品牌，并通过点评和评分来影响其他人的购买决策。
消费者更倾向于相信他人的口碑和推荐，而非传统的广告宣传。
对于企业来说，这就需要他们加强社交媒体的营销和管理，积极与消费者进行互动和参与，提供高品质的产品和服务，以赢得消费者的口碑和信任。
另外，数字化时代下的消费者行为更加注重便利性。
随着移动互联网的普及，消费者可以随时随地进行在线购物、支付和配送。
消费者对网络广告的认知与态度研究引言：网络广告作为一种新兴的广告形式，已经成为当今市场推广中不可或缺的一部分。
消费者对网络广告的认知和态度对广告的有效传播至关重要。
本文旨在探讨消费者对网络广告的认知和态度，并提出一些建议，以帮助广告商更好地应对消费者的需求。
一、消费者对网络广告的认知网络广告的认知是指消费者对广告信息的感知和理解程度。
消费者对网络广告的认知涉及广告传达的内容、形式和效果等方面。
1.1 广告内容认知消费者对网络广告的内容认知是指他们对广告所传递的信息和产品的理解程度。
消费者对广告内容的认知取决于广告的表现形式和语言表达，这包括文字、图像、音频和视频等。
因此，广告商应根据目标受众的需求和特点，精心设计广告内容，使其易于消费者理解和接受。
1.2 广告形式认知消费者对网络广告的形式认知是指他们对广告呈现方式的感知和理解程度。
广告形式存在多样性，包括横幅广告、弹窗广告、原生广告等。
消费者对不同广告形式的认知程度不同，因此，广告商应根据不同广告形式的特点，选择合适的广告形式来传递信息。
此外，广告商还应充分考虑广告形式对用户体验的影响，避免过度侵入用户的浏览过程。
1.3 广告效果认知消费者对网络广告的效果认知是指他们对广告对自己购买行为的影响程度的感知和理解。
消费者对广告效果的认知包括广告的吸引力、说服力和可信度等。
广告商应从消费者的角度出发，强调广告的价值和效果，提供准确的信息，增强广告的可信度和可接受度。
二、消费者对网络广告的态度消费者对网络广告的态度指的是消费者对网络广告的观点、评价和喜好程度。
2.1 感知广告的干扰程度消费者对网络广告的态度常常受到广告对其浏览体验的干扰程度的影响。
过多的广告弹窗或冗余的广告信息会对消费者的浏览体验产生负面影响，消费者可能会感到烦躁和不满。
因此，广告商应根据目标受众的需求和兴趣，控制广告的数量和频次，以减少对消费者的干扰，提高广告的接受度。
2.2 接受程度和行为意愿消费者对网络广告的态度还包括对广告的接受程度和对广告的行为意愿。
数字化营销环境下的消费者行为分析随着科技的持续发展和互联网的普及，数字化营销正逐渐成为各行各业的主流。
在这个数字化营销环境下，企业需要更好地理解消费者的行为和需求，以更精准地进行市场定位和营销策略的制定。
本文将探讨数字化营销环境下的消费者行为分析，包括消费者行为的特点、数字化营销对消费者行为的影响以及企业应如何利用数字化手段进行消费者行为分析。
首先，我们需要了解数字化环境下消费者行为的特点。
与传统的消费环境相比，数字化营销环境下的消费者行为呈现出以下几个特点：1. 信息获取的多样化：消费者在数字化环境下可以通过各种渠道获取信息，如搜索引擎、社交媒体、电子商务平台等。
他们可以自由选择获取信息的方式，以满足自己的需求。
2. 信息过载的问题：然而，大量信息的泛滥也带来了信息过载的问题。
消费者在面对过多的信息时，常常感到困惑和不知所措。
因此，他们更加倾向于选择可信度高、个性化推送的信息。
3. 多渠道购物的普及：数字化环境下，消费者可以通过电子商务平台、社交媒体购物等多种渠道进行购物。
这种多渠道购物的普及提高了消费者的便利性，但也增加了企业的竞争压力。
接下来，我们将探讨数字化营销对消费者行为的影响。
数字化营销的出现改变了消费者的购物方式和行为习惯，这对企业的市场营销策略提出了新的挑战。
首先，数字化营销提供了更多的信息来源，消费者可以更充分地了解产品和服务的信息。
他们可以通过搜索引擎获取有关产品的详细信息、观看其他消费者的评论，从而更好地评估产品的质量和性价比。
其次，数字化营销强调个性化推送和定制化服务。
借助大数据分析和人工智能技术，企业能够根据消费者的兴趣和偏好进行精准推送，提供个性化的购物体验。
这种个性化推送能够更好地满足消费者的需求，提高购买转化率。
再次，数字化营销促进了社交化购物。
通过社交媒体平台，消费者可以分享自己的购物经验、查找产品信息和获取他人的建议。
这种社交化购物对消费者的购物决策产生了巨大影响，他们更倾向于相信身边人的评价和推荐。
数字化时代下的广告研究与实践一、引言随着科技的不断发展和互联网的普及，数字化时代已经成为当今世界的主流。
数字化时代，就是指在信息、技术和文化等方面呈现出高度数字化和网络化的趋势。
在这个数字化时代，传统的广告行业也发生了很大的变化，数字广告成为了广告行业的主流发展方向。
数字化时代下的广告研究与实践已经成为了广告人关注的一个重要话题。
本文将从数字化广告的概念、特点和发展趋势入手，探讨数字化时代下广告研究与实践的现状和未来发展方向。
二、数字化广告的概念、特点和发展趋势1.数字化广告的概念数字化广告是指利用数字技术手段和网络平台对商品、服务等信息进行传播的一种广告形式。
数字化广告通过网络传播，具有信息容量大、传播速度快、互动性强、易于管理和监测等特点。
2.数字化广告的特点数字化广告相较于传统广告具有以下特点：（1）信息容量大。
数字化广告可以嵌入大量的文字、图片、视频等多种媒体形式，传达更为丰富和详细的信息内容。
（2）传播速度快。
数字化广告可以通过网络平台进行全球范围内的传播，速度快，实现即时信息的交互和传播。
（3）互动性强。
数字化广告可以与受众进行互动，加强受众的参与和粘性，同时提高广告效果。
（4）易于管理和监测。
数字化广告可以通过数据追踪、监测和调整，实现广告传达效果的实时监测和管理。
3.数字化广告的发展趋势数字化广告发展趋势主要考虑三个方面：（1）技术方面。
随着数字技术的不断创新和发展，数字广告将更加注重技术的创新和应用，比如视觉、声音、互动、感知、控制等技术的使用和应用。
（2）受众方面。
数字广告将更加注重受众自身特点的研究和分析，利用数据分析方法，提高精准度和广告效果。
（3）自动化方面。
数字广告将更加注重自动化的发展，通过自动化平台，实现数字广告的自动化投放，提高广告效率和降低成本。
三、数字化时代下广告研究与实践的现状1.数字化时代下广告市场的现状数字化时代下的广告市场呈现出高速增长的趋势。
随着互联网和移动互联网的普及，数字广告得到了广泛应用，中国互联网广告市场规模和增速均位居全球前列。
数字化时代下的消费者行为分析随着数字化时代的到来，消费者行为已经发生了巨大变化。
在数字化时代里，消费者可以更加方便地购买商品和服务，同时也可以更加容易地获取信息和表达意见。
这些变化不仅影响了消费者的购物行为，还影响了企业的营销策略。
因此，本文将从以下几个方面来分析数字化时代下的消费者行为：一、消费者对数字化时代的态度随着数字化时代的到来，消费者的态度也发生了变化。
消费者更加注重个性化、便利化、品牌文化等方面的因素。
消费者对于品牌的忠诚度也相应增加。
同时，消费者也对数字隐私的保护产生了更加强烈的意识。
因此，企业在数字化营销中需要更加关注消费者的隐私保护。
二、消费者行为的数据化数字化时代中，消费者行为变得更加数据化。
从消费者对产品的搜索、购买、评论到退货等方面，都能够留下大量的数据。
这些数据可以帮助企业更好地了解消费者的需求和购物习惯，进而进行更加有针对性的营销和服务。
同时，这些数据也为研究消费者行为提供了更广阔的空间。
三、社交媒体对消费者行为的影响在数字化时代中，社交媒体成为了消费者获取信息和表达意见的重要渠道。
消费者通过社交媒体可以更加轻松地获取产品信息，了解其它消费者的评价和反馈，从而影响其购买决策。
同时，消费者也可以通过社交媒体对产品进行评论和反馈，对企业的形象和业绩产生影响。
因此，企业需要重视社交媒体营销，建立良好的互动机制。
四、移动设备对消费者行为的影响数字化时代中，移动设备已经成为了消费者购物的重要工具。
消费者不仅可以通过移动设备随时随地地进行购物和支付，还可以通过手机APP等应用程序获取更加便捷和智能的服务。
因此，企业需要开发与移动设备兼容的营销和服务方式，并加强移动端的安全保护。
五、人工智能对消费者行为的影响随着人工智能技术的逐渐成熟，消费者行为的分析和预测也将变得更加精准和智能。
通过分析消费者的历史数据、搜索记录和社交行为等方面的信息，人工智能可以为企业提供更加精准的推荐和营销方案，同时还可以帮助企业为消费者提供更加贴心和定制化的服务。
数字化时代的新媒体广告与消费者行为分析随着科技的不断发展和互联网的普及，数字化时代已经成为我们生活的常态。
在这个数字化时代，新媒体广告的形式和传播方式也发生了巨大的变化。
与传统媒体广告相比，新媒体广告更加灵活、个性化，并且能够更好地满足消费者的需求。
本文将对数字化时代的新媒体广告与消费者行为进行分析。
一、新媒体广告的特点1.1 多样化的形式数字化时代的新媒体广告形式多样，包括搜索引擎广告、社交媒体广告、视频广告等。
这些广告形式可以根据不同的平台和用户特点进行定制，从而更好地吸引消费者的注意力。
1.2 个性化的传播新媒体广告可以根据消费者的兴趣、地理位置等信息进行个性化传播。
通过大数据分析和人工智能技术，广告主可以更加精准地找到目标受众，并向他们传递个性化的广告信息。
1.3 互动性强新媒体广告具有较强的互动性，消费者可以通过点击、评论、分享等方式与广告进行互动。
这种互动性不仅可以增加消费者的参与感，还可以提高广告的传播效果。
二、新媒体广告对消费者行为的影响2.1 广告认知新媒体广告通过多样化的形式和个性化的传播方式，能够更好地吸引消费者的注意力，提高广告的认知度。
消费者在浏览网页、使用社交媒体等过程中，会不自觉地接触到各种广告信息，从而增加对产品或服务的认知。
2.2 购买决策新媒体广告的个性化传播方式可以更好地满足消费者的需求，提供更多的选择。
消费者在购买决策过程中，会参考广告中的产品信息、用户评价等内容，从而做出更加明智的购买决策。
2.3 用户参与新媒体广告的互动性强，消费者可以通过点击、评论、分享等方式与广告进行互动。
这种参与感可以增加消费者对广告的好感度，提高品牌的忠诚度。
2.4 口碑传播新媒体广告的互动性和个性化传播方式，可以促使消费者主动参与到广告传播中。
消费者在与广告互动的过程中，会将广告信息分享给他人，从而形成口碑传播效应。
三、新媒体广告的挑战与应对策略3.1 广告屏蔽随着新媒体广告的普及，消费者对广告的屏蔽意识也在增强。
广告行业数字化媒体和消费者行为在广告行业中，数字化媒体的兴起对消费者行为产生了巨大的影响。
随着科技的发展和互联网的普及，数字化媒体已经成为广告商们重要的传播渠道。
然而，数字化媒体对消费者行为的改变也不可忽视。
本文将从广告行业数字化媒体的定义、数字化媒体的影响因素以及数字化媒体对消费者行为的影响等方面进行讨论。
一、广告行业数字化媒体的定义数字化媒体是指以数字技术为基础，通过电子设备进行传播和交互的媒体形式。
传统的广告媒体如电视、广播等正在逐渐被数字化媒体所取代。
数字化媒体具有互动性、定位性、实时性等特点，可以实现更精确的广告定向投放，并通过数据分析反馈进行精细化管理和优化。
二、数字化媒体的影响因素1. 科技的发展：随着科技的不断进步，数字化媒体的形式和功能不断更新和拓展。
例如，智能手机的普及使得消费者可以随时随地接受广告信息；人工智能技术的应用使得广告定向和推荐更加精准。
2. 移动互联网的普及：移动互联网的普及使消费者越来越依赖数字化媒体获取信息和进行消费决策。
移动应用和社交媒体等数字化平台成为了广告主们争相投放的渠道。
三、数字化媒体对消费者行为的影响1. 广告消费者的参与度增加：数字化媒体的互动性使消费者可以积极参与广告内容的创作和传播。
消费者可以通过点赞、评论等方式表达观点，从而增加了广告的曝光和传播力度。
2. 广告定向投放的精准性：数字化媒体可以通过消费者的浏览记录、搜索行为等数据，实现广告的精准定向投放。
消费者可以看到与自己兴趣相关的广告，从而提高广告的点击率和转化率。
3. 消费者购物方式的改变：数字化媒体的发展使得电子商务在消费者生活中扮演着越来越重要的角色。
消费者通过数字化媒体了解产品信息、进行价格比较、查看用户评价等，从而做出更加明智的购买决策。
4. 广告过滤与广告识别能力的提高：随着数字化媒体广告的激增，广告过滤与广告识别能力也在逐步提高。
消费者学会了快速识别和过滤掉对自己无关或不感兴趣的广告，只关注符合自己需求的广告。
数字化技术在广告行业中的应用研究近年来，随着数字化技术的不断发展，广告行业也在不断探索数字化技术在广告领域中的应用。
数字化技术的应用在广告行业中具有很大的优势，可以为企业带来更多商机。
本文将对数字化技术在广告行业中的应用研究进行深入探讨。
一、数字广告的兴起数字化技术的快速发展，为广告行业带来了广阔的空间。
数字广告已成为广告界的一股重要力量，成为广告主和消费者之间沟通的最重要的媒介之一。
数字广告可以大大提高广告主对目标受众的精准投放，有效地降低了广告主的投入成本；同时，对于受众群体来说，数字广告可以更好地满足他们的需求，提高他们对广告的信任度。
数字广告的兴起未来将成为广告行业的主流形式。
二、数字化技术在广告行业中的应用1、大数据分析大数据分析已成为数字化技术中不可或缺的一部分，也是数字广告能够实现精准投放和优化的重要技术手段。
通过收集、分析海量的数据，可以更精细地分析用户的行为习惯和需求特征，从而进行更加精准的广告投放，减少广告浪费率，提高广告回报率。
2、人工智能技术人工智能技术被广泛应用在数字广告中，基于对用户长期的数据积累，广告系统可以通过分析用户的在线行为、社交关系和兴趣爱好等信息，为用户提供更加个性化的广告体验。
人工智能算法可以实现智能优化，根据用户的行为数据和反馈信息，自动竞价，从而提高广告得分和曝光率，实现更好的广告效果。
3、视觉识别技术视觉识别技术可以对图像和视频进行分析，并根据关键词、对象和场景等因素来完成智能广告投放。
例如，电子商务网站可以利用视觉识别技术，对产品进行自动化标签化，在购物过程中根据用户的浏览和购买历史，为用户提供更加个性化的产品推荐。
三、数字化技术带来的变革数字化技术的应用已经带来了广告行业的重大变革，其中最重要的就是广告的个性化和精准定位。
数字化技术不仅为广告主提供了更多的选择，也为用户提供了更加高效和有效的购物体验。
广告的个性化和精准投放，也可以降低广告主的成本和提高投资回报率。
广告行业如何应对数字化时代的变革在当今数字化时代，信息传播的方式和速度发生了翻天覆地的变化，这给广告行业带来了前所未有的挑战与机遇。
广告作为商业推广的重要手段，必须适应这一变革，才能在激烈的市场竞争中立足并发展。
数字化时代最显著的特点之一就是信息的爆炸式增长。
人们每天都被海量的数据和各种形式的内容所包围，注意力变得极度分散。
传统广告那种单向、生硬的传播方式已经难以吸引受众的关注。
因此，广告行业需要更加精准地定位目标受众，深入了解他们的需求和兴趣，从而提供有针对性的广告内容。
大数据和人工智能技术的发展为广告的精准投放提供了可能。
通过对用户的浏览记录、购买行为、社交互动等数据的分析，广告商能够勾勒出清晰的用户画像，预测他们的消费倾向和潜在需求。
例如，某电商平台可以根据用户的搜索和购买历史，向其推荐相关的商品广告；某社交媒体平台能够根据用户的兴趣标签和关注话题，推送个性化的广告内容。
这种精准投放不仅提高了广告的效果，还降低了广告成本，避免了资源的浪费。
然而，精准投放也带来了一些问题。
比如，过度的个性化可能导致用户信息的滥用，引发隐私担忧。
此外，如果算法不够完善，可能会出现“信息茧房”效应，即用户只能接收到与自己已有观点和兴趣相符的信息，限制了视野的拓展。
因此，广告行业在利用大数据和人工智能进行精准投放的同时，必须要遵守法律法规，保护用户隐私，确保算法的公正性和透明度。
数字化时代另一个重要的变化是传播渠道的多元化。
除了传统的电视、报纸、杂志等媒体，互联网、社交媒体、移动应用等新兴渠道成为了广告的重要阵地。
不同的渠道有着不同的特点和用户群体，这就要求广告行业具备跨平台的整合营销能力。
以社交媒体为例，微博、微信、抖音等平台拥有庞大的用户基础和活跃的社交氛围。
广告可以通过有趣的话题、互动活动、短视频等形式在这些平台上传播，引发用户的关注和分享。
但是，每个平台的用户画像、内容风格和传播规律都有所不同。
在微博上，热门话题和明星效应能够迅速吸引大量关注；在微信上，基于朋友圈的口碑传播更具影响力；在抖音上，创意短视频更容易走红。
数字广告对消费者购买行为的影响研究数字广告对消费者购买行为的影响研究摘要：随着数字技术的快速发展，数字广告已成为企业推广和促销的重要工具。
数字广告的迅速普及和广泛运用影响了消费者的购买行为。
本文通过文献综述，总结了数字广告对消费者购买行为的影响，并提出了一些建议以应对和利用这种影响。
关键词：数字广告、消费者、购买行为、影响引言数字广告是利用数字技术和互联网平台进行推广和宣传的一种广告形式。
随着互联网的普及和数字技术的发展，数字广告已成为企业进行营销的重要手段。
数字广告具有成本低、传播范围广、互动性强等特点，使得企业与消费者之间的互动更加紧密，对消费者的购买行为产生了重要影响。
数字广告对消费者购买行为的影响1.信息获取消费者通过数字广告可以方便地获取产品和服务的信息。
数字广告通过图像、文字和视频等多种形式呈现产品的特点、功能和使用方法，使消费者能够全面了解产品。
此外，数字广告还提供了链接和搜索功能，消费者可以通过点击广告或搜索关键词获取更多相关信息，进一步满足其购买需求。
2.认知影响数字广告通过创意、艺术性和情感刺激等手段，影响消费者的认知。
精心设计的广告内容能够引发消费者的兴趣和好奇心，增加其对产品的正面认知。
此外，数字广告还能够通过与其他媒体结合，形成重复曝光效应，加深消费者对产品的认知和记忆，提高其购买倾向。
3.态度形成数字广告对消费者的态度产生重要影响。
一方面，数字广告通常通过与消费者感兴趣的内容结合，增加其接受广告的意愿，改变其对广告的态度。
另一方面，数字广告通过感性传播和品牌塑造等手段，影响消费者对产品的认同和喜好程度，从而改变其对产品的态度。
4.购买意愿数字广告对消费者的购买意愿产生直接影响。
精心设计的数字广告能够引发消费者的购买欲望，提高其购买意愿。
数字广告通常搭配多种促销方式，如折扣、特价和赠品等，进一步刺激消费者的购买欲望。
此外，数字广告还提供了方便快捷的购买途径，消费者可以直接点击广告进行购买，降低了购买的阻力。
WHAT CONSUMERS THINK, FEEL, AND DO TOWARD DIGITAL ADS: A MULTI-PHASE STUDYPing Zhang, Syracuse University, Hinds 328, Syracuse, NY 13244, USA, pzhang@ AbstractWith the wide deployment of digital technologies, come along information artefacts in various forms for various purposes that consumers have to interact with. This paper reports a multi-phase study to address the following questions in the digital advertising context: (1) to what extent did consumers use ads in the past? (2) What are consume rs’ perceived values toward ads? (3) What are consumers’ attitudes toward ads? (4) What is the likelihood that consumers will continue to use or recommend ads in the future? And (5) to what extent can we predict consumers’ perceived values, attitudes, and future behavioral intention toward ads? Phase 1 used two focus groups and identified types of ads in three technological platforms. Phase 2 focused on targeted ads in the desktop/web platform and used an online survey with 279 consumers. Phase 3 used another online survey from 218 consumers on two specific types of ads. Collectively, the study provides answers to the questions as well as many other insights for research and practice on digital ads in particular and information artefacts in general. Keywords: Consumers, Perception, Attitude, Behaviour, Digital Advertisement.1IntroductionInformation artefacts are digital creations to fulfil certain needs for various parties. Our understanding on consumers’ interaction s with information artefacts is improving but still limited, thus begs for continued investigation. One type of such information artefacts is digital advertisements that every online user would encounter numerous times on a daily basis. By studying consumers’ reactions toward digital ads, we can gain understanding and insights that may be applicable toward other information artefacts. This study addresses five general questions within the digital advertising context: (1) to what extent did consumers use ads in the past? (2) What are consumers’ per ceived values toward ads? (3) What are consumers’ attitudes toward ads? (4) What is the likelihood that consumers will continue to use or recommend ads in the future? And (5) to what extent can we predict consumers’ perceived values, attitudes, and future intention toward ads?Ad designers can use two advertising strategies for different purposes: brand building and targeted (Fernandez and Rosen 2000; Wang, et al. 2002; Zhang and Wang 2005). Brand building advertising is synonymous with product advertising and is commonly seen in traditional mass media, including TV, radio, magazine, and newspaper. Brand building ads tend to be product/service- (or retailer-) oriented with the purpose to establish a positive image and creating demand for a product or service that leads to eventual purchase (Rosenberg 1995). Targeted advertising is designed to help potential consumers locate interesting information (Fernandez 1995). Targeted ads have the potential of meeting consumers’ specific needs in a timely and convenient fashio n, especially in the Internet era. In order to be more precise, advertisers need to know about targeted consumers. Thus such advertising also raises concerns on privacy. From the consumers’ perspective, in order to be better served, they have to provide some relevant information. They need to compromise to scarify certain privacy in the hope of getting valuable returns. Therefore, their perceived value and benefit of using targeted ads are very important. Finally, regardless of what they think, if consumers do not actually use digital ads, all advertising related efforts from the application providers, network owners, advertisers, content providers, and other interested parties are wasted. Thus from the perspectives of designers, marketersand policy makers, it is very important to find out what factors might contribute to consumers’ perceived values, benefits, attitudes, and intention to use such targeted advertisements.This study does not investigate how to better understand consumers’ needs. It does not directly address marketers, ad content or ad design either. Rather, we examine what consumers did in the past in interacting with digital ads, what their perceptions are on values, benefits, and attitude towards such ads, what their future behavioural intentions might be, and what factors might contribute to the perceptions, attitudes, behavioural intentions. Given the exploratory nature, the study uses a multi-phase design that combines both qualitative and quantitative analyses to answer the research questions. 2Conceptual DevelopmentConsumers’ perceived value and attitude toward advertising are two related but different concepts. Perceived advertising value is a cognitive assessment of the advertisements (Ducoffe 1996). It explains the worth or utility of advertising to the consumers. On the other hand, attitude toward advertising (Aad) is a multidimensional construct that combines both cognitive and affective dimensions of evaluation (Petty, et al. 1997; Zhang, et al. 2008; Zhang and Sun 2009). Due to its cognitive and affective nature, attitude is often dependent on perceived value (the cognitive part) and other affective factors, and often used as a strong predictor of consumers’ behavioural intention toward the target, such as using digital ads.One of the established works in the advertising literature is Ducoffe’s framework for predicting consumer’s value and attitude toward traditional advertising (1995). Entertainment, informativeness, and irritation are identified as factors co ntributing to consumers’ evaluations of advertising values and attitude. Ducoffe (1996) then applied the model to the Web environment. Without distinguishing the two types of advertising strategies (brand building and targeted), he confirmed that attitude toward Web advertising is directly dependent on advertising value. Furthermore, advertising value is dependent on perceived levels of entertainment, informativeness, and irritation. Brackett and Carr (2001) further validated Ducoffe’s model and extend ed the model to include credibility and consumer demographics. Credibility is directly related to both advertising value and attitude. Demographic variables such as college major and gender are shown to affect only attitude toward advertising. Brackett and Carr did not separate brand building from targeted purposes.One of the many differences between traditional and digital advertising is the level of interactivity a consumer may experience with an ad. Zhang and colleagues (Wang, et al. 2002; Zhang and Wang 2005) extended the previous models by considering interactivity. They tested the model separately for the two different advertising strategies with more than 300 college students in 2003. Their results show that the model can explain more than 70% variances in perceived value and almost 70% in attitude toward advertising for both strategies.To build on the literature, we extend the model to include factors that can be highly relevant to digital ads. Perceived privacy is one such important factor where consumers may experience that they do not have control over the use of personal information that either given by them to received particular products or services or being gathered from their computers or other online repositories. Perceived privacy has been defined in various ways. For example, it is a consumer’s perception of the likelihood or intention of vendors’unauthorized use or disclosure of his or her confidential information (Kim 2008). It is also defined as the degree to which a consumer believes he or she has the right to control the collection and use of his or her personal information after he or she has disclosed to others (Hossain and Prybutok 2008). In this study, perceived privacy is the extent to which a consumer is concerned that vendors or advertisers may track or use personal information without permission. It is a cognitive appraisal a consumer has when exposed to and interact with digital ads.As Figure 1 shows, perceived value of ads is influenced by a set of factors including entertainment, informativeness, irritation, credibility, interactivity, and privacy. These factors are underlying information bases for cognitive and affective evaluations. Perceived value directly influences attitude,which in turn determines a consumer’s future intention of using ads. Since entertainment and irritation are emotion latent factors, they should directly influence attitude as the affective information base. In addition, past behaviour of using the same or similar ads can have a direct impact on future intention. The relationships among perceived value, attitude, intention and behaviour are based on the theory of reasoned action and theory of planned behaviour (Ajzen 1991; Fishbein and Ajzen 1975). These theories have been validated in many social contexts including the web, as well as information and communication technologies (Petty, et al. 1997; Zhang, et al. 2008; Zhang and Sun 2009). The model provides guidance on what and how to collect empirically in order to answer the five questions.Figure 1. Research Model of Consumers’ Evaluations of Targeted Digital Ads.3Empirical Study Design and Conduct3.1 Phase 1: Focus GroupsThe objectives of Phase 1 were: (1) to gather information about the recent ads in digital forms, and (2) to gather information about factors contributing to consu mers’ perceptions, attitudes and intention. Due to the exploratory nature of such objectives, the data collection method is focus groups. The first type of information provides guidance for Phase 2 data collection on the types of ads. The second type of information is to test whether the model in Figure 1 misses any other important factors.The first group had two male and five female full time staff members from a US university. The second group had four male and three female graduate students from the same university. Participants were first introduced the two types of ads: branding and targeted. Then they were asked a set of questions (shown in Table 1) so that they could reveal the digital ad types, the factors and behaviours associated with the ads. Focus group sessions lasted less than one hour; were audio taped and transcribed into text, which was further content analyzed.Table 1. Questions Used to Prompt Participants in the two Focus Groups.Three platforms were identified: large digital displays, desktop/web, and mobile. Among all ads mentioned, participants were most concerned with digital ads in the web or desktop platform. Based on these findings, Phase 2 survey was to focus on general web ads that are perceived to be either branding or targeted. Participants also identified factors that contribute to their reactions toward ads. Most factors, especially the ones that are considered more important than others, have been identified in the literature. Overall, we decided to keep all and only the factors in Figure 1 to be tested.3.2 Phase 2: Survey on General Types of Digital AdsPhase 2 was to gain an understanding of consumers’ responses toward general types of either branding or targeted ads. Similar to previous studies (Wang, et al. 2002; Zhang and Wang 2005), online survey was used with the exception that participants this time were representatives of the broad digital ad consumer population, not just college students. A total of 291 participants (yielding 279 usable cases) were recruited from Mechanic Turk where workers complete human intelligent tasks (HITs) to get compensation. Participants were randomly assigned to one of the two groups: branding and targeted. Table 2 column 3 summarizes the demographics in the third column.Table 2. Demographics of Participants in Phase 2 and Phase 3 Surveys.In order to gain some insight on the specific types and reasons of ads being considered positively and negatively, we used open-ended questions to ask the participants to give an example of the most positive ad and list three reasons for it being most positive; and same for the most negative ad and three reasons. In a nutshell, the top reasons for being most positive were save money, relevant, non-intrusive, and can get rid of. The top reasons for most negative were: deceptive, pop-up, high appearance frequency, and cannot get rid of. These findings helped us make decisions for Phase 3 design, which was to narrow down to focus on two particular types of targeted ads.3.3 Phase 3: Survey on Specific Types of Targeted Digital AdsPhase 3 was to gain further understanding on consumers’ responses on particular types of targeted ads, which were identified from the responses in Phase 2: email ads and sponsored link ads. Very often, they are based on the behaviours of the consumers (such as doing a search or browsing, signed up for email notifications) thus are more likely to be relevant than other ads. For this survey, we also used Mechanic Turk to recruit participants. A total of 220 different people participated, yielding 218 usable data sets (Table 2 shows the demographic data). The entire survey design is similar to that for Phase 2 with the exception that participants were asked to respond to either email ads or sponsored link ads, with each received 109 responses.4FindingsFindings are organized by addressing the five research questions with collective evidence in two surveys. The first four questions can be answered with descriptive data analysis. For the last questions, we use the structured equation modelling.4.1 RQ1. To What Extend did Consumers Use Digital Ads in the Past? Figure 2 shows how many times per day on average consumers have seen digital ads (general branding type, general targeted type, email ads type, and sponsored link ads type). Phase 2 provides answers to branding and targeted ads types, and Phase 3 email and sponsored link ads types. For example, among the 132 participants for branding ads, 27% reported seeing branding ads 1-5 times per day; among the 109 participants for email ads, about 46% reported seeing email ads 1-5 times per day. About 5% or less people in any group reported not seeing ads. Most of these people also reported using some types of ad blockers or filters.Participants were then asked to report the extent to which they have done the following for email or sponsored link ads (using a scale of 1-7, while 1=never, 7=always): (a) Check out the ad’s details; (b) Use the information in the ad to buy; (c) Recommend the ad to others; and (d) Save the ad for future use. Figure 3 depicts the results of such past behaviours. Although both types of ads received very low attention, sponsored link ads received even lower scores than email ads.Figure 2. Average Times per Day of Seeing Ads.Figure 3. Past Behaviour toward Email and Sponsored Link Ads.4.2 RQ2. What are Consumers Perceived Values of Digital Ads?In Figure 1, we have identified six underlying factors for perceived values as entertainment, informativeness, irritation, credibility, interactivity, and privacy concerns. Each of these factors has two or more measuring items, which were averaged for displaying the scores over ad types. Figure 4 shows consistent low scores on entertainment, informativeness, credibility, interactivity, and high scores on irritation and privacy. It indicates that: (1) the perceptions for branding and targeted ads are very similar except for entertainment and privacy concerns: targeted ads are higher on both; (2) email ads are perceived to have higher scores on entertainment, informativeness, credibility, and interactivity than sponsored link ads; (3) email ads are perceived to be slightly higher for privacy concerns than sponsored link ads; and (4) email and sponsored link ads are about equally irritating.Figure 4. Perceptions on Underlying Factors about Digital Ads.Values can be measured in a number of waysto indicate a sense of worth and reflects cognitive evaluations. This study used three items: useful, important, and valuable. Figure 5 shows the group means. Email ads hold slightly higher scores on being useful and valuable.Figure 5. Perceived Values of Digital Ads.4.3 RQ3. What are Consumers Attitudes toward Digital Ads?Attitude is an overall or take-away message one forms toward a stimulus and is normally measured by items such as favourable, like and desirable. Figure 6 summarizes the scores. Targeted ads received slighter higher scores than branding ads. Email ads received higher scores than sponsored link ads.4.4 RQ4. How Likely will Consumers Use Digital Ads in the Future?Behavioural intention projects the likelihood of future behaviours. Participants responded to two measures of intention, and their scores are reported in Figure 7. All ad types received low scores, while email ads are more likely to be used in the future than sponsored link ads or branding ads.Figure 6.Attitudes toward Digital Ads.4.5 RQ5. Can we Predict Consumers’ Reactions toward Digital Ads?In order to gain more insights on different types of targeted ads, we tested the nomological net in Figure 1 three times with the survey data on targeted ads in general, email ads, and sponsored link ads respectively. The standard 2-stage analysis was used. The first is about the measurement model and is to validate the psychometric property of the instrument. This includes assessing the reliability and construct validity of the variables using confirmatory factor analysis. The second is about the relationships in the model. We used Partial Least Square (PLS-Graph 3.0) for the data analyses.The measures of the following constructs are from a previous study (Zhang and Wang 2005): entertainment, irritation, interactivity, informativeness, credibility, perceived value, and attitude. Intention is measured with the two items in Figure 7. Based on the definition of perceived privacy in this study, we constructed two measures: “may track my personal information,” and “may use my info without permission.” The measurement model was examined for convergent validity and discriminate validity. Confirmatory factor analysis shows that all items exhibited loadings of more than .70 to their corresponding constructs, indicating adequate reliability of the measuring items. Discriminant validity was established since the cross-loadings showed that all items loaded higher on their correspondent constructs than on other constructs. Result data tables are omitted due to space limit.The structural models are shown in Figure 8 for general targeted ads (Survey 1), email ads, and sponsored link ads (Survey 2) respectively. The numbers show the strengths of the paths betweenvariables, and the total amount of variances explained by the models. For example, for general targeted ads (top numbers, in red ink), entertainment directly influences perceived value (at a significant level of p<.05) and attitude (at a significant level of p<.01); the effects of credibility and privacy on perceived value are non-significant; and the model explained 76% of the variances in attitude, 53% in perceived value, and 77% in behaviour intention. Collectively, the conceptual model is proven to be a powerful model to predict consumers’ perceived value, attitude, and intention based on the six underlying factors, as judged by the amount of variances explained for these variables (from 53% to 86%). Yet, the three empirical models show differences on the significance of linkages and the variances explained. These suggest that different factors matter for different types of ads, thus prompt different implications.EntertainmentPerceived Value.53.76.68IrritationInteractivityInformationCredibilityPrivacyAttitude.76.85.84Behavioral Intention.77.86.80Past BehaviorGeneral Targeted (147)Specific Email (109)Specific Link (109).22.15 ns .17-.06 ns -.05 ns -.11 ns.07 ns .12 ns -.05 ns.30.30.22.14.05 ns .38-.22-.24-.34-.19-.06 ns -.16.17.31.17.59.76.70.38.15 ns .38.55.80.56*** p < .001 ** p < .01* p < .05+ p <.10Figure 8.Empirical Models.For general types of targeted ads, four out of the six underlying factors influence perceived value while credibility and privacy are not significant antecedents; two emotion-latent factors and the perceived value directly influence attitude; and both attitude and past behaviour directly influence future intention. Between attitude and past behaviour, the latter is a slightly stronger predictor of future intention.For email ads, there are only three significant antecedents for perceived value: entertainment, irritation and informativeness. None of the underlying factors are significant antecedents to attitude. Attitude is primarily influenced by perceived value. Although both attitude and past behaviour predict future intention, attitude is only marginally influential. Future intention is primarily based on past behaviour. This is to say that for email ads, changing ads features to yield different evaluations for entertainment, irritation, and informativeness will affect what they think about email ads; that will not affect how they feel about email ads; and little will influence their future intention on using email ads because their intention is determined by their past use of email ads.For sponsored link ads, five underlying factors influence perceived value, although privacy is only marginally significant. Both entertainment and irritation would significantly influence attitude. Both attitude and past behaviour are strong predictors of future intention, with past behaviour slightly stronger. The implication is that to increase future intention to use sponsored link ads, designers andmanagerial teams should find ways to increase consumers’ attitude toward such ads, which would include findings ways to increase perceived value, entertainment, interactivity, informativeness, and decrease irritation and privacy concerns.Generally speaking, four factors, namely entertainment, irritation, interactivity and informativeness, could be altere d or “manipulated” by specific ad designs to ultimately make a wanted influence on perceived value and attitude, and eventually future intention to use sponsored link ads. These factors are, however, not of much help for increasing future intention to use email ads. Past behaviour, although little can be done, is such a strong influence on future intention, especially for email ads. Additional investigations are needed to find out what other factors (including changing ad designs or deployment) are possible to influence consumers’ future intention to use email ads.5Discussions and ConclusionThis study considers only US consumers’ reactions to digital ads in the desktop/web platform. The findings may be different if it is conducted in a different cultural context or a different platform.5.1 Summary of the FindingsThis 3-phase empirical study was conducted to answer the five questions raised at the beginning of this paper. Overall, this study reveals the following take-away messages:∙Consumers hold extremely negative scores on perceived values and attitude. Low scores were also found for entertainment, informativeness, creditability, and interactivity, and high scores for irritation and privacy concerns.∙Consumers hardly used ads in the past and do not intent to use targeted ads much in the future.∙Despite the negative reactions, many consumers believed that digital ads are here to stay.Consumers gave some hints that ads can be useful, usable, and overall positive.5.2 Implications for DesignersDesigners for digital ads as well as for websites and web pages where digital ads are deployed can benefit from the findings. By gaining a better understanding of consumers’ perceived values, and attitude towards digital ads, designers should know that there are ways to create more effective digital ads, thus maximizing the intention of future use. The ultimate goal for a digital ad designer is to ensure that the ad captures the attention of the consumers and/or lead to intended behaviours. Current findings show that consumers perceive digital ads as a nuisance rather than a utility. The fact that low scores are reported on entertainment, informativeness, credibility, and interactivity portrays that the contents and presentation formats of digital ads are not appealing to the target audience. We can infer that the flexible nature of digital advertising has the potential to unleash designers’ creativity to an extent that has decreased the perceived values of and attitude toward digital ads in the eyes of the consumers. The flexible nature can also turn the corner around to make digital ads more appealing and more toward consumers’ needs and wants, thus increase perceived value and attitude. Such may increase future intention, at least for some type of ads such as sponsored link ads.5.3 Implications for MarketersMarketers have the ultimate goal of driving sales up or building a strong brand image by using digital ads. From a marketer’s perspective, understanding how much a consumer values digital ads is an important factor that may affect strategic marketing decisions. With digital advertising revenues increased to US$ 12.1 billion for the first half of 2010 (PriceWaterhouseCoopers 2010), marketers should wonder whether their investments in digital ads are worthwhile. Marketers may perceive thesuccess of digital ads based on clicks provided by the online advertising agents. It is a long way to knowing what consumers think or feel about ads, and whether they intent to use ads in the future. From the findings of this study, marketers can gain valuable insights on what consumers really think, feel and do toward digital ads. The r esults highlight that consumers’ opinions on digital ads may contradict online advertising agents’ expectations or claims in the effectiveness of digital ads. Judging from the high score for irritation, it seems that digital ads are not working in line with marketers’agenda to have ads perceived positively by consumers. Even worse, digital ads are now perceived to be nuisances and can potentially dilute the brand images. Such discovery is vital for marketers to develop and execute design and intervention strategies, re-evaluate investment goals with digital advertising or to devise alternative marketing strategies in the future.5.4 Implications for Policy MakersThe prevalence of digital ads, especially targeted ads, has led to rather significant concerns among the consumers. Instead of considering digital ads as utilities or be helpful, the majority considered them to be nuisances that affect their daily work and life environment. As digital ads remain as a cheaper option compared to traditional ads, more fortune seekers are using digital ads to scam consumers, and do so frequently. The findings in this study indicate an ultimate need for policy makers to put appropriate policies in place to respect and protect consumers from malicious digital ads. Proper enforcement has to be put in place to ensure consumers will not fall into the trap of disguised ads. 5.5 ConclusionDigital ads are one kind of information artefacts that affect most if not all online consumers on a daily basis. Our understanding of consumers’ i nteraction with such information artefacts are still limited, and as a result, these information artefacts may not be designed to fulfil their greatest potentials to both serve the consumers and generate business values. This study uses multiple methods to gather understanding and insights, with the hope of guiding better future designs, smarter investment, and a less annoying and stressful environment for consumers with adequate policing by certain online policies.AcknowledgmentsThis study is partially supported by an award from The Time Warner Company Research Program on Digital Communication during 2010.ReferencesAjzen, I. (1991) "The Theory of Planned Behavior", Organizational Behavior & Human Decision Processes, (50)2, pp. 179-211Brackett, L. K. and B. N. Carr (2001) "Cyberspace Advertising Vs. Other Media: Consumer Vs.Mature Student Attitude", Journal of Advertising Research, (41)5, pp. 23-33Ducoffe, R. H. (1995) "How Consumers Assess the Value of Advertising", Journal of Current Issues and Research in Advertising, (17)pp. 1-18Ducoffe, R. H. (1996) "Advertising Value and Advertising on the Web", Journal of Advertising Research, (36)5, pp. 21-35Fernandez, K. V. and D. L. 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