定向广告中消费者隐私态度对行为意愿的影响机制  

Influencing Mechanism of Consumers’Privacy Attitude on Behavioral Intention Within Targeted Advertising

作　　者：赵江 何诗楠[1] ZHAO Jiang;HE Shinan(School of Business Administration,Zhejiang University of Finance and Economics,Hangzhou 310018,China;School of Management,Fudan University,Shanghai 200433,China)

机构地区：[1]浙江财经大学工商管理学院,杭州310018 [2]复旦大学管理学院,上海200433

出　　处：《系统管理学报》2021年第2期373-383,共11页Journal of Systems & Management

基　　金：教育部人文社科青年项目(19YJC630225);浙江省自然科学基金资助项目(LY17G020018,LY18G020015);杭州市软科学项目(20200834M42);国家自然科学基金资助项目(71673238)。

摘　　要：基于消费者隐私视角,检验消费者隐私态度、定向广告认知和行为意愿之间的关系。通过对258份消费者随机抽样数据进行实证研究,分析个体特征变量在隐私态度、隐私控制度和隐私敏感度上的差异,并通过结构方程路径分析验证假设。研究结果表明:消费者隐私态度直接显著正向影响其定向广告认知水平和行为意愿;消费者定向广告认知水平直接显著负向影响其行为意愿;定向广告认知在消费者隐私态度和行为意愿之间存在显著的部分中介作用。因此,企业应重视消费者隐私关注,在投放过程中关注用户感知以优化定向广告。从而实现定向广告精准投放与消费者个人隐私关注的平衡。To explore the correlation among consumer privacy attitude,the cognition of targeted advertising,and the behavioral intention from the perspective of consumers’privacy,a total of 258 random samples of consumers were used for the empirical analysis of the differences between individual characteristic variables in privacy attitudes,privacy control,and privacy sensitivities.Then,the structural equation modeling was used to test the assumptions.The research results show that consumers’privacy has a positive and significant effect on their cognition and behavioral intention of targeted advertising.Additionally,consumers’cognitive level on targeted advertising has a significant negative correlation with their behavioral intentions.Finally,targeted-advertising cognition has a significant partial mediation between consumers’privacy attitudes and behavioral intentions.Therefore,firms should pay more attention to consumers’privacy concern,and focus on user perception to optimize targeted advertising,thereby achieving the balance between accurate delivery of targeted advertising and consumers’privacy concerns.

关 键 词：定向广告 隐私态度 广告认知 行为意愿 

分 类 号：F270[经济管理—企业管理]