隐私显著性、平台可信度和调节聚焦对互联网定向广告说服效果的联合效应研究

摘要/Abstract

摘要： 互联网定向广告推送实践中,平台对消费者隐私信息的不同强调程度引发了隐私悖论问题,造成了互联网定向广告说服效果不足的现象。本研究以隐私显著性为突破口,从消费者广告态度和行为意愿两个维度纵向对互联网定向广告说服效果展开研究。在信源可信度理论和调节聚焦理论的基础上,构建了平台可信度、调节聚焦和隐私显著性对互联网定向广告说服效果的三项联合影响模型。研究发现:(1)隐私显著性对互联网定向广告说服效果有显著影响,互联网定向广告说服效果随着隐私显著性的提高而增强。(2)平台可信度和调节聚焦在隐私显著性对互联网定向广告说服效果的影响过程中起显著的调节作用。(3)平台可信度、调节聚焦和隐私显著性三项交互联合影响互联网定向广告对消费者的说服效果:在消费者表现为防御聚焦,并且平台可信度较高时,隐私显著性高的互联网定向广告对消费者说服效果最好。本研究有助于解决互联网定向广告实践中说服效果不足的问题。

关键词: 互联网定向广告, 隐私显著性, 平台可信度, 调节聚焦, 说服效果

Abstract: In the practice of Internet targeted advertising, due to the different emphasis of the platform on consumers’ privacy information, privacy paradox is caused and the persuasion effect of Internet targeted advertising is insufficient. The research takes privacy salience as a breakthrough point, and conducts a longitudinal study about the persuasion effect of Internet targeted advertising from two dimensions: consumers’ advertising attitude and behavioral intention. On the basis of the Source Credibility Theory and Regulatory Focus Theory, three joint models of platform credibility, regulatory focus and privacy salience on the persuasion effect are constructed. The results are as follows: (1) privacy salience has a significant impact on persuasion effect of Internet targeted advertising, which increases with the improvement of privacy salience.(2) platform credibility and regulatory focus play a significant moderating role in the relationship of privacy salience and persuasive effect of Internet targeted advertising.(3) three interactions of platform credibility, regulatory focus and privacy salience affect persuasive effect of Internet targeted advertising: when consumers show prevention focus and platform credibility is high, Internet targeted advertising with high privacy salience has the best persuasive effect on consumers. The research proposes suggestions to solve the problem of insufficient persuasion effect in Internet targeted advertising practice.

Key words: Internet targeted advertising, privacy salience, platform credibility, regulatory focus, persuasion effect

王烨娣, 蒋玉石, 苗苗, 艾昕. 隐私显著性、平台可信度和调节聚焦对互联网定向广告说服效果的联合效应研究[J]. 管理评论, 2022, 34(8): 144-156.

Wang Yedi, Jiang Yushi, Miao Miao, Ai Xin. The Joint Effect of Privacy Salience, Platform Credibility and Regulatory Focus on the Persuasion Effect of Internet Targeted Advertising[J]. Management Review, 2022, 34(8): 144-156.

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