ABSTRACT

This study tested a model for predicting parental mediation of teenagers’ exposure to personalized advertising and the preceding online data collection. Data was collected through a survey of 354 parents of teenagers and analyzed using structural equation modeling. The model showed that parents are more inclined to engage in parental mediation when they have greater levels of concern and self-efficacy. Parental concerns were higher when parents perceived personalized advertising as inappropriate. While privacy literacy predicted more self-efficacy, perceptions of inappropriateness predicted lower self-efficacy. Disliking of personalized advertising only had a direct negative relationship with active parental mediation.

摘要

本研究测试了一个模型，用于预测青少年接触个性化广告和之前的在线数据收集的父母调解。通过对 354 名青少年父母的调查收集数据，并使用结构方程模型进行分析。该模型表明，当父母有更高的关注度和自我效能时，他们更倾向于进行父母调解。当父母认为个性化广告不合适时，父母的担忧会更高。虽然隐私素养预示着更多的自我效能感，但对不恰当的感知预示着较低的自我效能感。不喜欢个性化广告只与积极的父母调解有直接的负面关系。