ABSTRACT Social-networking sites, such as Facebook, are an important and fast-growing advertising channel. Because access to social-networking sites may happen through different devices, it is important to identify whether the drivers and mitigating factors affecting responses to social-networking-site advertising differ between consumers who access Facebook primarily on PCs versus on mobile phones. The authors tested a model anchored in social-exchange theory and drawing on uses and gratifications theory, using data from a survey of Facebook users in France. Results show that the trade-off between the intrinsic and social value Facebook advertisements bring and their perceived intrusiveness and privacy invasiveness drives consumers' approach and avoidance of Facebook advertising. Trust in Facebook also emerged as a key driver of advertisement acceptance.

中文翻译：

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消费者对PC和手机上Facebook广告的反应

摘要诸如Facebook之类的社交网站是重要且快速增长的广告渠道。由于对社交网站的访问可能会通过不同的设备发生，因此重要的是要确定主要通过PC与手机访问Facebook的消费者之间，影响对社交网站广告响应的驱动因素和缓解因素是否有所不同。作者使用来自法国Facebook用户的调查数据，测试了一种基于社会交流理论并借鉴使用和满足理论的模型。结果表明，Facebook广告带来的内在价值和社会价值之间的权衡，以及其感知的侵入性和隐私侵害性推动了消费者的态度和对Facebook广告的回避。