消费者评估定位广告(LBA)和选择性接触隐私相关在线信息的框架

Sann Ryu
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引用次数: 0

摘要

当前研究的目的是为人们如何根据他们对LBA的了解程度以及他们对隐私威胁和有效性的评估来选择性地关注与隐私相关的新闻信息提供一个解释框架。设计/方法/方法采用结构方程模型对所提出的模型进行了测试,该模型基于从在线调查中获得的总共522个可用回复。研究结果揭示了两种不同的信息暴露方式:(1)当人们的说服知识和感知威胁水平较高时,他们会选择寻找与隐私相关的新闻文章;(2)当感知威胁同时存在恐惧和心理不适时,或者当他们认为自己了解律师事务所的业务并有能力保护自己的隐私时,他们倾向于避免此类信息。原创性/价值随着实时位置跟踪技术的发展,LBA的实践越来越受欢迎。然而,对数据收集和隐私的担忧也在上升,引起了媒体的大量关注。尽管关于这一主题的新闻报道很重要,而且层出不穷,但对消费者隐私评估和信息消费的全面了解仍未得到充分研究。本研究结合说服知识模型和扩展平行过程模型,提出了消费者隐私感知与信息选择的解释框架。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
A framework for consumers' assessments of location-based advertising (LBA) and selective exposure to privacy-related online information
PurposeThe purpose of the current research is to present an explanatory framework for how people selectively attend to privacy-related news information about LBA depending on the extent to which they know about LBA already as well as their appraisals of privacy threats and efficacy.Design/methodology/approachThe proposed model was tested using structural equation modeling based on a total of 522 useable responses obtained from an online survey.FindingsThe results revealed two different approaches to information exposure: (1) people choose to seek out privacy-related news articles when their persuasion knowledge and perceived threat level are high, whereas (2) they tend to avoid such information when perceived threats accompany fear as well as psychological discomfort, or when they believe that they are knowledgeable about LBA practices and highly capable of protecting their privacy.Originality/valueWith the development of real-time location-tracking technologies, the practice of LBA is becoming increasingly popular. As such, however, concerns about data collection and privacy are also on the rise, garnering a great deal of media attention. Despite the importance and constant stream of news reports on the subject, a comprehensive understanding of consumers' privacy assessments and information consumption remains underexamined. By incorporating the persuasion knowledge model and extended parallel process model, the current research presents an explanatory framework for consumers' privacy perceptions and information choice.
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