网络定向广告认知水平对用户屏蔽意愿的影响研究

研究用户在互联网使用过程中,网络定向广告认知水平对用户屏蔽意愿的影响。通过三组实验发现,用户对网络定向广告的认知水平越高,其对定向广告的屏蔽意愿也越高,而预期风险在其中起到了中介作用(实验一)。进一步研究发现,在用户使用互联网的过程中,网络定向广告的信息类型(敏感性vs.非敏感性)通过预期风险起到调节作用。具体来说,相较于非敏感性信息,当信息类型为敏感性信息时,网络定向广告认知水平对预期风险的影响就更大(实验二);此外,在用户使用互联网的过程中,隐私关注也通过预期风险起到调节作用。具体来说,相较于低隐私关注的用户,高隐私关注的用户的网络定向广告认知水平对预期风险的影响更大(实验三)。最后,就上述研究结果的理论、实践意义进行讨论,并提出了研究存在的局限及未来可能的研究方向。

The Influence of Online Behavioral Advertising Knowledge on Willingness of Ads Blocking

This study aims to investigate the impact of online behavioral advertising(OBA)knowledge on internet users’willingness of ads blocking.Through three experimental studies,the results showed that online behavioral advertising knowledge would enhance internet users’willingness to block OBA and perceived risk worked as a mediator in this model(Experiment 1).Further research showed that information type(Sensitive vs.Insensitive)played as a moderator.To specify,sensitive information strengthened the relationship between online behavioral advertising knowledge and perceived risk compared with insensitive information(Experiment 2).Besides,research also showed that privacy concern played as a moderator.That is,compared with users with lower privacy concern,users with higher privacy concern performed higher perceived risk(Experiment 3).At the end of this study,theoretical&practical contribution,limitations of this study and future research direction were displayed.