社交媒体个性化广告效果中的隐私问题

Li Lina
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引用次数: 4

摘要

工业4.0的特征之一是消费者越来越希望产品只为自己制造。这可以通过大数据的存在来支持,而大数据当然离不开对信息的利用,数据越完备,定位就越精准。然而,对某些人使用信息也可能被视为侵犯隐私。关于个性化广告的各种研究已经进行了测试,并在认知和行为方面产生了褒贬不一的结果,并为下一步的研究提供了方向,以测试各种消费者因素作为调节变量。本研究旨在填补以往研究的空白,通过对印度尼西亚Instagram的131名活跃用户的调查方法,研究消费者隐私问题作为影响个性化广告对消费者感知广告价值关系的调节变量的作用。本研究发现,广告个性化对广告价值有正向影响,而购买意愿和隐私担忧并未调节个性化广告对广告价值的影响。这受到17-25岁受访者的影响,他们可以说是精通科技的一代。本研究并提出进一步的研究建议。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Privacy Concerns in Personalized Advertising Effectiveness on Social Media
One of the characteristics of industry 4.0 is that consumers increasingly want products to be made just for themselves. This can be supported by the presence of big data, which of course cannot be separated from the use of information, the more complete the data, the more precise and accurate the targeting will be. However, the use of information for some people can also be considered a violation of privacy. Various research about personalized advertising been tested and have yielded mixed results both positive and negative on perceptions and behaviour, and provide directions for next research to testing various consumer factors as moderating variable. This study aims to fill the gaps in previous research by examining the role of consumer privacy concerns as a moderating variable that affects the relationship of personalized advertising on the perceived advertising value of consumers using a survey method on 131 respondents who are active users of Instagram in Indonesia. The findings of this study that advertising personalization have a positive effect on advertising value and purchase intention and privacy concerns do not moderate the effect of personalized advertising on advertising value. This is influenced by the factor of respondents aged 17-25 years, where they can be said to be the Tech Savvy generation. Further research suggestions are also discussed in this study.
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