Based on the Communication Privacy Management theory, we examined how two boundary conditions (information boundary and social boundary) and two relationship conditions (co-ownership relation and human-computer relation) contribute to perceived privacy and ad effectiveness in the personalized ad context on social platforms. With 349 survey responses, we found that personalized ads based on internal data source, perceived personification and co-ownership of Facebook are positively related to perceived privacy, which leads to better ad attitude and higher purchase intentions. Perceived personification and co-ownership further moderate the relationship between internal data source and embarrassment to perceived privacy.

基于通信隐私管理理论，我们研究了两个边界条件（信息边界和社会边界）和两个关系条件（共同所有权关系和人机关系）如何在社交上的个性化广告上下文中促进感知到的隐私和广告效果平台。通过349次调查，我们发现基于内部数据源，Facebook的拟人化特征和共同所有权的个性化广告与隐私感知度呈正相关，从而导致更好的广告态度和更高的购买意愿。感知的拟人化和共同所有权进一步缓解了内部数据源与感知隐私的尴尬之间的关系。