计算广告隐私研究的述评与展望

Review and Prospect of Researches on the Privacy of Computational Advertising

通过梳理广告领域的隐私文献,本文发现:在研究数量上,国外高于国内;在研究质量上,西方的相关研究更为精细,国内较多采用了隐私相关的众多量表,但存在生搬硬套的嫌疑,缺乏众多变量之间的系统研究;在研究对象上,国内外大多都集中在年轻群体;在研究模型上,国内外均多采用信息隐私关注模型(CFIP)和网络用户隐私关注模型(IUIPC);在研究立场上,国内的研究更多侧重于否定计算广告视角考察其对隐私的侵犯,国外研究采取了对广告隐私问题相对温和的态度,多数从实证角度建构多方利益均衡的微观对策;在研究条件上,跨文化视角的广告隐私研究国外比国内多,但总体而言,跨文化视角的广告隐私问题研究水平不高。

Through combing the privacy literature in the advertising field,the study found that:in terms of research quantity,foreign countries are higher than domestic ones;In terms of research quality,related researches in the West are more refined,and many privacy-related scales are adopted in China,but there is a suspicion of copying mechanically and a lack of systematic research among many variables;In terms of research objects,most of them at home and abroad focus on young groups;In terms of research models,information privacy concern model(CFIP)and Internet users'information privacy concerns(IUIPC)are widely used at home and abroad;In terms of research position,domestic research focuses more on negating the perspective of computational advertising to investigate its invasion of privacy,while foreign researches adopt a relatively moderate attitude towards advertising privacy,and most of them construct micro-countermeasures that balance multiple interests from an empirical perspective.In terms of research conditions,there are more studies on advertising privacy from a cross-cultural perspective abroad than at home.There are many domestic collaborators among the collaborators of foreign papers,so it is easier to obtain comparative data.Overall,the research level of advertising privacy from the cross-cultural perspective is not high.