精准广告接触中青年用户的隐私意识、隐私关注与隐私管理研究--基于用户视角的深度访谈

A Study on Privacy Awareness,Concerns,and Management of the Young Users in Online Behavioral Advertising:In-depth Interviews Based on Users'Perspective

技术的变革与融合带来了“便利时代”,依于推荐算法诞生的精准广告虽然为用户提供了更优质与个性化的服务,但同时存有侵犯隐私的隐患。本文通过深度访谈,对青年用户在精准接触中的隐私观念、隐私感知和隐私管理等问题进行了探讨。研究发现:青年用户将精准广告视为大数据时代的应然结果,并不会直接将其与个体隐私相关联。同时基于用户个人偏好和兴趣进行用户画像和推送的精准广告, 并未涉及用户所认知的核心隐私信息。他们主要以是否拥有个人信息的主动权判定隐私受侵的可能。多数用户暂时没有因精准广告进行主动的个人隐私管理,但是在感知隐私被侵犯后,会针对平台在其允许的有限范围进行隐私保护,但较少选择直接“关闭精准广告”。此外,用户倾向于计算个人信息损耗成本,以没有占据核心位置的隐私信息交换使用便利,选择主动让渡隐私信息。

The transformation and integration of technology have caused the coming of the"convenience era".Online behavioral advertising,on the basis of recommendation algorithms,on the one hand provides users with higher quality and personalized services,it on the other hand infringes on privacy.This article explores the privacy concepts,perceptions,and management of young users in precise contact through in-depth interviews.Research has found that young users consider online behavioral advertising as a natural outcome of the big data era and do not directly associate it with individual privacy.Online behavioral advertising based on user preferences and interests for user profiling and promotion does not involve the core privacy information recognized by users.They mainly determine the possibility of privacy infringement based on whether they have the initiative to own personal information.Most users currently do not actively manage personal privacy due to online behavioral advertising,but after perceiving privacy infringement,they will provide privacy protection to the limited range allowed by the platform,and they rarely choose to directly"turn off precision advertising".In addition,users tend to calculate the cost of personal information loss and choose to actively transfer their privacy information by facilitating the exchange and use of privacy information that does not occupy a core position.