社交媒体个性化广告回避影响因素研究——以隐私关注为调节变量

A Study of the Influence Factors of Social Media User’s Personalized Advertising Avoidance—Taking Privacy Concerns as the Moderator Variable

摘要: 本研究基于社交媒体广告回避模型，以个体隐私关注为调节变量，探究了用户对微博个性化广告回避的反应特征及影响因素。通过网络问卷调查发现，当前年轻用户对微博个性化广告普遍存在认知和行为回避反应。广告信息怀疑度、广告信息相关性和媒介可信度是影响受众个性化广告回避的重要因素。与以往研究不同的是，既往消极经验对广告回避没有影响。进一步分析发现，隐私关注在广告信息怀疑度和广告认知和行为回避间具有调节作用。具体来说，较低隐私关注者，高隐私关注者的广告信息怀疑度更强，广告认知和行为回避反应也更强烈。

Abstract: Using social media advertising avoidance as the theoretical framework, this study explores the response characteristic and influence factors of users’ personalized advertising avoidance on Weibo. The result of the online questionnaire survey shows that young users generally have cog-nitive and behavioral avoidance of personalized advertisements on Weibo now. The skepticism of advertising information, the relevance of advertising information, and the credibility of media are the important factors that affect the avoidance of personalized advertising. Different from previous studies, the negative experience had no effect. The effect of the skepticism of advertising information on the cognitive and behavioral avoidance of advertising is found to be significantly moderated by privacy concerns. Specifically, compared with those with low privacy concerns, users with high privacy concerns who have higher suspicion of advertising information will have stronger advertising avoidance in cognition and behavior.