定向广告悖论研究——隐私控制权的调节作用  

Targeted advertising paradox:The moderating effect of privacy control

作　　者：刘娟[1] 仲伟俊[1] 张建强 朱梦 LIU Juan;ZHONG Weijun;ZHANG Jianqiang;ZHU Meng(School of Economics and Management,Southeast University,Nanjing 211189,China;School of Business,Jiangnan University,Wuxi 214122,China;The Institute for National Security and Green Development,Jiangnan University,Wuxi 214122,China;Jiangsu College of Safety Technology,Xuzhou 221011,China)

机构地区：[1]东南大学经济管理学院,南京211189 [2]江南大学商学院,无锡214122 [3]江南大学国家安全与绿色发展研究院,无锡214122 [4]江苏安全技术职业学院,徐州221011

出　　处：《系统工程理论与实践》2023年第6期1709-1721,共13页Systems Engineering-Theory & Practice

基　　金：国家自然科学基金(71871054,72171103);江苏省研究生科研创新项目(KYCX21_0169);中国国家留学基金管理委员会资助项目(202106090236)。

摘　　要：本文以消费者自我感知理论与控制代理理论为基础,构建了广告精准度、隐私控制权、广告效果三者之间的关系模型,以京东2017年和2018年两次推荐系统升级与隐私政策更新为时间窗口,对比分析了隐私控制权对于定向广告效果的调节作用.结果表明,广告精准度正向影响广告效果,即随着广告精准度的提高,广告效果随之提高.隐私控制权调节了广告精准度与广告效果之间的关系,即当企业控制隐私时,广告精准度虽正向影响广告效果,但其影响幅度较小;当用户控制隐私时,广告精准度正向影响广告效果且影响幅度较大.研究为企业通过让渡隐私控制权破除定向广告悖论提供了理论依据.Based on self-perception theory and control agency theory,we construct a model reflecting the interrelationship among advertising accuracy,privacy control and advertising effect,take JD's recommendation system upgrade and privacy policy change in 2017 and 2018 as the time window,then compare and analyze the moderating effect of privacy control on the effect of targeted advertising.The results show that,on average,advertising accuracy has a significant positive impact on advertising effect,when the accuracy of targeted advertising is high,the advertising effect is high.The relationship between advertising accuracy and advertising effect is moderated by privacy control.In particular,when firms control user privacy,although advertising accuracy positively affects advertising effect,but its impact range is small,on the contrary,when users control their own privacy,advertising accuracy positively affects advertising effect,and the impact range is large.This study provides a theoretical basis for firms to deal with the targeted advertising paradox by transferring privacy control from firms to users.

关 键 词：定向广告悖论 广告精准度 隐私控制权 隐私关注 准自然实验 

分 类 号：F713.82[经济管理—广告]