摘要
本研究探讨隐私关注对计算广告回避的影响,重点分析了感知风险和隐私保护在两者之间的作用。研究表明,隐私关注、感知风险和隐私保护分别对计算广告回避产生直接影响;单纯降低用户的感知风险水平或提高隐私保护意识,不足以有效降低计算广告回避;感知风险和隐私保护在隐私关注和计算广告回避之间的链式中介作用表现为遮掩效应;感知风险和隐私保护是影响计算广告回避“一扬一抑”的两个关键变量。研究对于改善当前智能广告中的隐私保护具有重要参考价值。
Based on the theory of communication privacy management,this paper discusses the impact of privacy concerns on computational advertising avoidance by modeling,and focuses on the role of perceived risk and privacy protection between them.The research shows that privacy concerns,perceived risk and privacy protection have a direct impact on computational advertising avoidance.Simply reducing users'perceived risk level or improving their privacy protection awareness is not enough to effectively reduce computational advertising avoidance.The chain mediating effect of perceived risk and privacy protection between privacy concern and computational advertising avoidance is shown as masking effect.Perceived risk and privacy protection are two key variables that affect the avoidance of computational advertising.The enlightening significance of the conclusion is:consciously maintaining the clean and positive cyberspace and passivate the sensitivity of privacy concerns;Upgrading the security technology of the network platform to reduce the perceived risk of users;Implementing differentiated privacy protection measures to maximize business interests.
作者
林升梁
冯雪汝
LIN Sheng-liang;FENG Xue-ru
出处
《新闻大学》
CSSCI
北大核心
2023年第5期29-43,119,共16页
Journalism Research
基金
2022年度国家社科基金后期资助重点项目“计算广告的隐私问题及其治理研究”(22FXWA002)阶段性成果。
