ABSTRACT

Based on the Stimulus-Organism-Response (SOR) theory, this study explores the mechanism of how users’ perception of personalized advertising affects their attitudes in the context of short video platforms. Taking the short video platform Douyin as an example, the study employs SPSS and Amos to test the model. The results show that users’ perception of personalized advertising influences psychological resistance through perceived usefulness, perceived target obstacle, and privacy concerns, which further affects users’ attitudes towards brands and short video platforms. Users’ perception of personalized advertising positively affects perceived usefulness, perceived target obstacle, and privacy concerns. Perceived usefulness negatively affects psychological resistance, while perceived target obstacle and privacy concerns positively affect psychological resistance. Psychological resistance, in turn, negatively affects brand attitude and short video platform attitude.