虚假网络广告的市场监管指标研究

Research on Regulatory Indicators of False Online Advertising Market

网络广告因其特有的隐蔽性、精准投放、实时发布等特性,易出现虚假违法广告等问题,亟需加强监管。网络广告市场至今未能确立明确、有效地监管指标。本文基于网络广告商户行为,运用问卷调查法,构建结构方程模型进行拟合检验和路径分析,对网络虚假广告行为的影响因素进行研究,试图提供网络广告监管的优化方向,并提出一系列建立网络广告指标的建议。

Due to its unique characteristics of concealment,precise placement and real-time release,online advertising is prone to problems such as false and illegal advertisements,which urgently need to be regulated.The online advertising market has so far failed to establish clear and effective regulatory indicators.Based on the behavior of online advertising merchants,this article uses the method of the questionnaire survey,constructs a structural equation model for fittest and path analysis,studies the influencing factors of online false advertising behavior,tries to provide the optimization measures of online advertising regulation,and puts forward a series of suggestions for establishing online advertising indicators.