文章基本信息

标题：CUSTOMIZED MOBILE ADVERTISING WITHOUT PRIVACY CONCERNS BASED ON SIMILARITY ATTRACTION
本地全文：下载
作者：MYOUNGHEE SHIN ; KANGWOO LEE
期刊名称：Journal of Theoretical and Applied Information Technology
印刷版ISSN：1992-8645
电子版ISSN：1817-3195
出版年度：2019
卷号：97
期号：4
页码：1278-1288
出版社：Journal of Theoretical and Applied
摘要：This study explores the possibility of applying the sociopsychological phenomenon known as similarity attraction to the creation of more customized and persuasive mobile advertising, and for this purpose, we develop two applications, SensPlus and PerAds. While the SensPlus app accumulates the smartphone usage profiles of participants and constructs a regression model to predict their personality, the PerAds app presents user-created content according to the user�s personality. Using these two apps, we first design an advertising scheme providing a customized and persuasive advertising method without privacy concerns and then conduct an experiment to investigate the effectiveness of the smartphone ad scheme. The participants� response to a smartphone ad is measured in terms of invitation acceptance of the cherry blossom festival and classical music concert. We analyze the rate of invitation acceptance using the χ2 method. Our statistical analysis shows that participants respond differentially to the various types of smartphone ads according to the similarity between the personalities of the user and ad types. Our results indicate that the sociopsychological phenomenon can be introduced into practical application by replacing the personality trait factors with the smartphone usage pattern.
关键词：Similarity attraction; Extroversion traits; Smartphone usage profile; Customized advertising; Non-privacy invasive