隐私关注对精准广告接受意愿的影响: 以消费者信任的中介效应为中心 = A Study on Chinese Consumers’ Intention to Accept Precision Advertising: Focused on Privacy Concerns and Consumer Trust

다국어 초록 (Multilingual Abstract)

In the era of big data, online shopping generally exists in people’s daily life. While bringing convenience to people, there are also huge security risks. The online shopping platform pushes consumers’ relevant products according to their online traces, that is, accurate advertising. This not only facilitates consumers’ purchase, but also raises consumers’ concerns about personal privacy and security. Taking consumer privacy concerns as the starting point, this paper uses quantitative empirical research methods to study the impact of consumer privacy concerns on the Acceptance Intention of precision advertising. On the basis of filling in the relevant theories, provide reference for the enterprises behind the online shopping platform, so that enterprises can pay attention to consumers’ personal privacy and find a balance between consumers’ privacy concerns and accurate advertising, so as to solve consumers’ privacy and security concerns, obtain consumers’ trust and push accurate advertising. Based on the theoretical research on privacy concern, consumer trust and willingness to accept, this study puts forward the model and hypothesis of this study, and collects 1,013 sample data through questionnaire survey. On the basis of descriptive statistics, reliability and validity analysis of sample variables, structural equation path analysis was carried out on the data to verify the research hypothesis, and the following conclusions were obtained: there is a correlation between privacy concern and intention to accept precision advertising; Privacy concerns have a significant positive impact on consumer trust; Consumer trust has a significant positive impact on the Acceptance Intention of precision advertising; It is concluded that there is a mediating effect between privacy concerns and intention to accept precision advertising.

다국어 초록 (Multilingual Abstract)

网络电商平台以大数据为支撑，洞察用户的个性化需求，为用户投放精准广告，给用户带来便捷个性化体验的同时，这种以收集、分析使用个人数据为前提的技术逻辑，也给用户的信息安全埋下了巨大的风险隐患。本文以隐私关注、消费者信任和精准广告接受意愿为研究因子，根据因子之间的相互影响关系推导了研究结构模型。其中，隐私关注为自变量，接受意愿为因变量，消费者信任为中介变量；进行了技术统计、方差分析、路径分析及中介效应检验等统计分析。本研究以先行研究的理论考察为基础，设计了各因子的测量问项。通过问卷星进行线上调查，最终收集了750个有效问卷。实证研究得出结论：第一，隐私关注影响精准广告接受意愿，其中意识和控制对精准广告接受意愿带来正向影响，收集对精准广告接受意愿的影响不显著。第二，意识对精准广告接受意愿的影响关系中消费者信任(能力信任、善意信任)存在完全中介效应。控制对精准广告接受意愿的影响关系中消费者信任(能力信任、善意信任)存在部分中介效应。

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