摘要
基于刺激-有机体-反应理论,探讨感知个性化广告对用户态度的影响机制。通过对421位真实社交媒体用户进行调研,运用结构方程模型对研究模型进行检验。研究表明:用户感知个性化广告通过感知非个性化成本、感知目标阻碍和隐私顾虑影响心理抗拒,并进一步影响用户对广告商态度与对社交媒体态度。此外,产品类型(实用品VS享乐品)调节感知个性化广告与感知目标阻碍、隐私顾虑之间的关系,当广告产品为享乐品时,感知个性化广告对感知目标阻碍、隐私顾虑的影响得到缓解。
This study explores the complicated mechanism driving the influence of personalized advertising on users’attitude based on the stimulus-organism-response theory.421 questionnaires of social media users are collected through an online survey platform to evaluate model-fit in order to test the hypotheses.The results show that perceived personalized advertising has an impact on perceived costs of non-personalization,perceived goal impediment,and privacy concerns,which leads to psychological reactance,and then affects user’s attitude towards advertisers and social media.In addition,product type(utilitarian products vs.hedonic products)moderates the relationship between perceived personalized advertising and perceived goal impediment as well as privacy concerns.Under the condition of hedonic products,the effects of perceived personalized advertising on perceived goal impediment and privacy concerns are alleviated.
作者
张德鹏
陈春峰
张凤华
ZHANG Depeng;CHEN Chunfeng;ZHANG Fenghua(Guangdong University of Technology,Guangzhou,China)
出处
《管理学报》
CSSCI
北大核心
2021年第3期441-447,共7页
Chinese Journal of Management
基金
国家自然科学基金资助项目(71972055,71672044,72002044)。
