广告主对网络广告代理业的信任危机及信任机制重构  

On the Advertisers’Trust Crisis in the Network Advertising Agency Industry and the Reconstruction of Trust Mechanism

作　　者：柳庆勇[1] 滕千雪 李林樾 Qingyong Liu;Qianxue Teng;Linyue Li

机构地区：[1]三峡大学文学与传媒学院

出　　处：《新媒体与社会》2024年第1期294-305,401,共13页New Media and Society

基　　金：国家社科基金一般项目“数字广告流量造假的区块链智能合约治理研究”(项目编号:21BXW080)。

摘　　要：广告主对网络广告代理业已产生信任危机,危害极大,但鲜见学理研究。本文基于交易视角,建构了广告主与网络广告代理的三阶段信任博弈模型。研究认为:作为理性“经济人”,广告主对网络广告代理的信任是计算信任,双方都要实现长期利益极大化,但在重复交易的动态博弈中,网络广告代理因效用高而选择机会主义行为,并随信息不对称强化而加剧,同时广告主的信任水平因营销收益减少而降低,甚至产生信任危机,进而抑制交易。因此本文提出了“合理的”信任机制概念,并基于效用函数的计算逻辑,理论与实证相结合地研究了三种网络广告代理信任机制。其本质是优化交易,实现双方长期利益极大化,促进互信,所以应全面推广,以重构网络广告代理业的信任机制。The advertisers have had a crisis of trust in the network advertising agency industry,which is of great harm,but there is little scientific research.Based on the perspective of transaction,construct a three-stage trust game model between an advertiser and a network advertising agency,the research believes that,as a rational“economic man”,the advertiser’s trust in the network advertising agency is a calculative trust,and both parties should maximize long-term interests.But in the dynamic game of repeated transaction,the network advertising agency choose opportunistic behavior due to a higher utility,which is intensified with the intensification of information asymmetry.Meanwhile,the trust level of advertisers decreases continuously due to the reduction of marketing revenue,and even is in the crisis of trust.Therefore,this paper puts forward the concept of“reasonable”trust mechanism,and based on the calculation logic of utility function,three kinds of trust mechanism of network advertising agency are studied by combining theory and demonstration.Its essence is to optimize the transaction,maximize the long-term interests of both parties and promote mutual trust.Therefore,it should be comprehensively promoted to reconstruct the trust mechanism of the network advertising agency industry.

关 键 词：网络广告代理 交易 计算信任 信任危机 信任机制 

分 类 号：F713.8[经济管理—广告] G206[经济管理—产业经济]