基于扎根理论的网络行为广告作用机制研究  

Research on the Influence Mechanism of Online Behavioral Advertising Based on Grounded Theory

作　　者：肖玉琴[1,2] Xiao Yuqin

机构地区：[1]南昌大学公共管理学院 [2]南昌大学江西扶贫发展研究院

出　　处：《广告大观（理论版）》2020年第2期37-44,共8页Journal of Advertising Study

基　　金：教育部人文社会科学项目“基于消费者反应差异的网络行为广告效果提升及规制策略研究”(15YJC860032)。

摘　　要：文章使用扎根理论研究方法考察我国公众对网络行为广告的认知评价和反应,从而进行理论提炼和模型建构。研究发现:我国公众对网络行为广告褒贬不一,有人视其为知心者,有人视其为偷窥者;公众反感商家的跟踪定位行为,对网络行为广告本身的态度偏中立;广告特性、广告价值感知、隐私担忧、积极情绪、消极情绪、公众网络行为广告知识水平、广告商信任、隐私自我效能、公众消费需求状态等因素是影响网络行为广告态度和使用意愿的主要因素。通过分析因素间的典型关系,文章构建了网络行为广告作用机制的概念模型。This paper uses grounded theory to investigate the public’s cognitive evaluation and response to online behavioral advertising in China.The results confirm that people have different judgements on OBA,and the attitude towards OBA of Chinese people are neutral as a whole.Informativeness,personalization and intrusiveness significantly influence network users’cognitive evaluation(advertising value and privacy concerns),corresponding to stimulate enjoyment and cynicism,which affects public attitudes towards the willingness to use OBA.And users’own characteristics(knowledge,trust towards advertisers and privacy self efficacy)may regulate the relationship between characteristics and cognitive evaluation.This study processes a theoretical deduction,which identifies the theoretical model of the affecting mechanism of OBA formally based on advertising characteristics.

关 键 词：网络行为广告 扎根理论 作用机制 公众态度 

分 类 号：F713.8[经济管理—广告]