“条条大路通电商”：跳转广告对用户的隐私侵犯研究

“All Roads Lead to E-Commerce”: A Study on the Privacy Infringement of Redirect Ads on Users

摘要: 本文基于质化的研究方法对双十一大促期间“条条大路通电商”的情况进行调查研究发现：跳转广告以超链接的形式帮助用户直接抵达广告所在场域，缩短用户的决策链路，催化其进行消费行为。但事实上，大部分跳转广告的本质就是通过篡夺用户对广告的自主控制权，粗暴地减少用户对跳转广告的回避反应，广告数据的有效性与广告性价比并不如广告主所预期的那样，反而会强化用户对广告和品牌的消极态度。本文以跳转广告为研究对象，分析跳转广告的隐私风险并给予适当的优化建议，以促进跳转广告的合规合法经营。

Abstract: This study employs qualitative research methods to investigate the phenomenon of “all roads lead to e-commerce” during the Double Eleven Shopping Festival promotional period. The findings reveal that redirect advertising, typically embedded as hyperlinks, facilitates direct user access to advertised content, thereby shortening decision-making processes and catalyzing consumption behaviors. However, the inherent mechanism of most redirect advertisements relies on usurping users’ autonomous control over ad interactions, coercively reducing avoidance responses toward such ads. Contrary to advertisers’ expectations regarding data effectiveness and cost-efficiency, this approach ultimately reinforces users’ negative perceptions of both the advertisements and associated brands. Focusing on redirect advertising as the research subject, this paper analyzes its privacy risks and proposes optimization strategies to promote compliance with legal and ethical standards in advertising practices.