算法广告隐私边界对用户态度的影响研究
A Study on the Impact of Privacy Boundaries of Algorithmic Advertisements on Users’ Attitudes
摘要: 随着人工智能等技术的发展，算法广告已成为社交媒体平台不可或缺的一部分。算法广告依据用户兴趣、行为和需求等个性化数据，为用户带来前所未有的定制化体验。然而，关于算法广告的隐私边界对广告效果的影响仍未得到充分研究。本文基于沟通隐私管理理论，探究算法广告的数据来源对用户广告和平台态度的影响，并考察了隐私脆弱感的中介作用。本文通过对350份有效问卷数据进行量化分析，结果发现：基于平台外部数据的算法广告通过隐私脆弱感的中介作用，会引发用户消极的广告和平台态度。
Abstract: With the development of artificial intelligence and other technologies, algorithmic advertising has become an integral part of social media platforms. Algorithmic ads bring unprecedented customized experiences to users based on personalized data such as user interests, behaviors, and needs. However, the impact of privacy boundaries of algorithmic ads on ad effectiveness remains understudied. Based on the theory of communicative privacy management, this paper explores the impact of data sources of algorithmic advertisements on users’ attitudes toward advertisements and platforms, and examines the mediating role of the sense of privacy vulnerability. By quantitatively analyzing the data from 350 valid questionnaires, this paper finds that algorithmic advertisements based on data external to the platform trigger negative user advertisements and platform attitudes through the mediating role of the sense of privacy vulnerability.
文章引用：陈思, 吴雅君, 唐天欣. 算法广告隐私边界对用户态度的影响研究[J]. 现代市场营销, 2025, 15(4): 323-333. https://doi.org/10.12677/mom.2025.154032

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