Abstract: In the practice of Internet targeted advertising, due to the different emphasis of the platform on consumers’ privacy information, privacy paradox is caused and the persuasion effect of Internet targeted advertising is insufficient. The research takes privacy salience as a breakthrough point, and conducts a longitudinal study about the persuasion effect of Internet targeted advertising from two dimensions: consumers’ advertising attitude and behavioral intention. On the basis of the Source Credibility Theory and Regulatory Focus Theory, three joint models of platform credibility, regulatory focus and privacy salience on the persuasion effect are constructed. The results are as follows: (1) privacy salience has a significant impact on persuasion effect of Internet targeted advertising, which increases with the improvement of privacy salience.(2) platform credibility and regulatory focus play a significant moderating role in the relationship of privacy salience and persuasive effect of Internet targeted advertising.(3) three interactions of platform credibility, regulatory focus and privacy salience affect persuasive effect of Internet targeted advertising: when consumers show prevention focus and platform credibility is high, Internet targeted advertising with high privacy salience has the best persuasive effect on consumers. The research proposes suggestions to solve the problem of insufficient persuasion effect in Internet targeted advertising practice.

Key words: Internet targeted advertising, privacy salience, platform credibility, regulatory focus, persuasion effect