精准广告中的隐私关注及其影响因素研究

Privacy concerns in online behavioral advertising

网络用户在精准广告中的隐私关注现象已经成为学界和业界的热门议题。本研究从用户的基本认知心理出发建构用户隐私关注影响因素模型,并以问卷调查的方式展开实证研究(N=421)。研究发现,用户对精准广告的感知价值与隐私关注无关,但他们对精准广告的认知水平和防范精准广告隐私泄露风险的自我效能感与隐私关注呈正相关,且认知水平对隐私关注的影响部分通过自我效能感实现。最后,本文还就精准广告背景下,广告商的社会责任及用户隐私体验改善策略提出了一些建议。

The privacy concerns of online users in online behavioral advertising(OBA) have become a hot topic in academics and industry in recent years.Based on the cognitive psychology knowledge,this study employed a survey method(N=421) to construct a influencing factors model of user privacy concerns. The result revel that perceived value had nothing to do with privacy concerns. Cognitive level and self-efficacy were positively related to privacy concerns, and cognitive level was indirectly associated with privacy concerns throughout self-efficacy to some extent. Finally, this article also put forward some suggestions on how the advertiser make efforts to improve user privacy experience take social responsibility.