Abstract

This study examines the relationship between persuasion knowledge and personalized advertising-related outcomes, such as ad avoidance and attitudes toward personalized advertising. The persuasion knowledge model is used to investigate privacy concerns and information control as a mediator and moderator in this relationship, respectively. The study also examines the degrees of these personalized advertising outcomes and their variances across social media platforms. An online survey of 600 Japanese participants indicates that privacy concerns mediate the relationship between consumers’ information control and ad avoidance and between consumers’ information control and the perceived intrusiveness of personalized advertising. In contrast, information control moderates the relationship between persuasion knowledge and privacy concerns. Moreover, participants are more concerned about their online privacy on Twitter and evaluate Twitter ads negatively. On the contrary, Instagram’s effect on personalized advertising-related outcomes is less negative than that of other platforms.

摘要

这项研究研究了说服知识与个性化广告相关结果之间的关系，例如避免广告和对待个性化广告的态度。说服知识模型用于调查隐私问题和信息控制，分别作为这种关系的调解者和主持人。该研究还检查了这些个性化广告结果的程度以及它们在社交媒体平台上的差异。对600名日本参与者的在线调查表明，隐私问题在消费者的信息控制与避免广告之间以及消费者的信息控制与个性化广告的侵入性之间起到了中介作用。相比之下，信息控制会缓和说服知识与隐私问题之间的关系。而且，参与者更加关注自己在Twitter上的在线隐私，并对Twitter广告进行负面评价。相反，Instagram对与个性化广告相关的结果的影响要比其他平台的负面影响小。