利弊权衡与隐私让渡:智能广告中感知个性化对消费者信任的影响  

Weighing the Pros and Cons,Conceding Privacy:The Impact of Perceived Personalization in Intelligent Advertising on Consumer Trust

作　　者：刘晨旭 张一凡 LIU Chen-xu;ZHANG Yi-fan

机构地区：[1]清华大学新闻与传播学院,北京100084 [2]中国传媒大学经济与管理学院,北京100024

出　　处：《新闻大学》2024年第12期101-116,121,共17页Journalism Research

基　　金：中国传媒大学擘雅品牌研究院资助项目(青年项目)“文化消费视域下的品牌内驱机制研究——以恒源祥为例”(BYJS20231005)的成果。

摘　　要：智能广告个性化特征显著,但伴随的隐私侵犯、精准失当等问题正引发信任危机。本研究以社交媒体中的智能广告为研究对象,构建了包含17个理论假设的“感知个性化—消费者信任”模型,通过结构方程模型和中介效应分析探讨了感知个性化对消费者不同信任层级的影响机制。研究发现,消费者的感知个性化与品牌信任、功能型技术信任和治理型技术信任正相关,而感知刺激性和隐私关注是其中的“反向中介”。引发消费者信任危机的并非智能广告中的个性化因素,感知个性化对于信任的建立和提升反而有利。消费者会在感知刺激性与感知个性化中权衡利弊,并产生不同信任指向。当感知个性化程度可以让消费者降低隐私关注时,他们会让渡部分隐私作为回馈。Intelligent advertisements are characterized by significant personalization,but the accompanying problems of privacy infringement and inaccuracy are causing a crisis of trust.This study took intelligent advertisements in social media as the research object,constructed a theoretical model of"perceived personalization-consumer trust"with 17 hypotheses,and explored the mechanism and path of influence of perceived personalization on different levels of consumer trust through structural equation modeling and mediation effect analysis.Among them,perceived personalization was positively correlated with brand trust,functional technology trust and governing technology trust.Perceived irritation and privacy concern were reverse mediators.It was found that it is not the personalization factor in intelligent advertisements that triggered the crisis of consumer trust,and that perceived personalization was instead beneficial for the establishment and enhancement of trust.Consumers would combine the impact of perceived irritation with the value of perceived personalization to generate different trust directions on a trade-off,and when the degree of perceived personalization allowed them to reduce their privacy concerns,they would give up part of their privacy in return.

关 键 词：感知个性化 消费者信任 智能广告 隐私关注 感知刺激性 

分 类 号：F713.8[经济管理—广告] G206.2[经济管理—产业经济]