隐私问题重要，知识不重要:调查在线行为广告对中国和荷兰成年人的影响

IF 4.2 Q2 BUSINESS

Journal of Current Issues and Research In Advertising Pub Date : 2023-05-11 DOI:10.1080/10641734.2023.2199812

Dong Zhang, H. Voorveld, S. C. Boerman

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引用次数: 3

摘要

摘要本研究旨在解决（1）隐私问题和在线行为广告（OBA）知识作为消费者特征在多大程度上为OBA的说服力创造了边界条件，以及（2）荷兰和中国个体在OBA效应中的作用是否不同。在线实验结果（N = 241）表明，OBA对具有高度隐私问题的个人的效果不如对具有低隐私问题的人的效果，而与非OBA相比，OBA知识水平不会影响OBA的积极影响。OBA对荷兰消费者也比对中国消费者更有效，这可能归因于中国消费者比荷兰消费者更关心隐私。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Privacy Concerns Matter, Knowledge Does Not: Investigating Effects of Online Behavioral Advertising among Chinese and Dutch Adults

Abstract The present study aims to address (1) the extent to which privacy concerns and online behavioral advertising (OBA) knowledge as consumer characteristics create boundary conditions for the persuasiveness of OBA and (2) if their roles in OBA effects differ for Dutch and Chinese individuals. Results from an online experiment (N = 241) show that OBA is less effective for individuals with high privacy concerns than for individuals with low privacy concerns, while level of OBA knowledge does not influence the positive effects of OBA compared to non-OBA. OBA is also more effective for Dutch consumers than for Chinese consumers, which could be attributed to the finding that Chinese consumers have higher privacy concerns than Dutch consumers.

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来源期刊

Journal of Current Issues and Research In Advertising Multiple-

CiteScore

5.80

自引率

32.40%

发文量