| 摘要: |
| 随着互联网技术的发展和成熟,行为定向广告逐渐兴起,并成为企业个性化营销的重要手段。
如何提高用户对行为定向广告的接受意愿,增强其有效性成为急需解决的问题,而目前学术界针对这一
方面的研究还相对较少。因此,本研究从行为定向广告感知特性入手,以保护动机理论和理性行为理论
为理论基础构建研究模型,并在运用SPSS25. 0 和AMOS18. 0 对所搜集的351 份有效问卷进行信效度分
析和回归分析的基础上,进一步利用模糊集定性比较分析法(fsQCA) 探究行为定向广告感知特性引致用
户接受意愿的组态效应。回归分析表明:隐私关注、侵扰性会负向影响用户的广告接受意愿;个性化等3
个感知特性会对用户接受意愿产生正向影响;广告态度会中介广告感知特性与用户接受意愿之间的关
系。模糊集定性比较分析结果表明,5 个感知特性都不是结果产生的必要条件,它们会以组合的形式发
挥作用,共存在4 种引致用户接受意愿的特性组合。 |
| 关键词: 行为定向广告 接受意愿 模糊集定性比较分析法(fsQCA) |
| DOI： |
| 分类号: |
| 基金项目: |
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| Research on the Influence of Online Behavioral Advertising PerceptionCharacteristics on Users’ Acceptance Intention |
|
ZHAO Jie, XIONG Fangwei
|
| Abstract: |
| With the development and maturity of Internet technology, online behavioral advertising has
gradually emerged as an important tool for personalized marketing. However, how to enhance users’ acceptance
of such advertising and improve its effectiveness remains a pressing issue, with relatively limited research in this
area. Therefore, this study starts with the perception characteristics of online behavioral advertising and constructs
a research model based on the Protection Motivation Theory and Theory of Reasoned Action. Based on
the analysis of 351 valid questionnaires using SPSS 25. 0 and AMOS 18. 0 for reliability, validity, and regression
analysis, the study further employs fuzzy-set qualitative comparative analysis (fsQCA) to explore the configurational
effects of these perception characteristics on user acceptance. The regression analysis reveals that
privacy concerns and perceived intrusiveness negatively impact users’ acceptance intention, while personalization
and other perception characteristics positively influence it. Advertising attitude is found to mediate the relationship
between advertising perception characteristics and user acceptance intention. The fsQCA results indicate
that none of the five perception characteristics is a necessary condition for user acceptance; instead, they
interact in combinations, and there are four combinations of characteristics that lead to high user acceptance intention. |
| Key words: nline behavioral advertising willingness to accept fuzzy-set qualitative comparative analysis
(fsQCA) |
