基于隐私计算理论互联网行为定向广告感知对消费者隐私披露意愿的影响研究

The Impact of Behavioral Targeting Online Advertising Perception on Consumers’Willingness to Disclose Privacy Based on Privacy Computing Theory

算法和大数据技术在广告领域的应用给商家和消费者带来好处的同时,也衍生了精准传播下的隐私问题。随着隐私“脱敏”现象的出现,消费者对行为定向广告的感知与隐私披露意愿之间的关系成为各界关注的重点问题。本研究以隐私计算理论和平台信任为出发点,构建行为定向广告感知对Z 世代消费者隐私披露影响的模型。实证结果表明,定向行为广告的感知有用性、感知可信性、感知趣味性、感知个性化和感知威胁性均对隐私披露意愿有显著影响;平台信任度在影响过程中起中介作用。基于研究结论,本文提出了行为定向广告传播效果的优化路径。

The application of algorithms and big data technology in the advertising field not only brings benefits to businesses and consumers,but also leads to privacy issues under precise dissemination.With the emergence of privacy desensitization,the relationship between consumers'perception of Online Behavior Advertising and their willingness to disclose privacy has become a key issue of concern in the industry.This study takes privacy computing theory and platform trust as the starting point to construct a model of the impact of Online Behavior Advertising perception on privacy disclosure of Generation Z consumers.Empirical results indicate that the perceived usefulness,perceived credibility,perceived interest,perceived personalization,and perceived threat of targeted behavioral advertising all have a significant impact on privacy disclosure intentions;Platform trust plays a mediating role in the influencing process.This article enriches the theoretical literature in research fields such as Online Behavior Advertising,perceived revenue,perceived risk,and privacy disclosure,providing useful suggestions for enterprises to better balance consumer privacy and accurate advertising reach.