重庆工商大学学报（社会科学版）2025，Vol.42Issue(4)：64-78,15.DOI:10.3969/j.issn.1672-0598.2025.04.006
行为定向广告感知特性对用户接受意愿的影响研究
Research on the Influence of Online Behavioral Advertising Perception Characteristics on Users'Acceptance Intention
摘要
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 con-structs 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 regres-sion analysis,the study further employs fuzzy-set qualitative comparative analysis(fsQCA)to explore the con-figurational effects of these perception characteristics on user acceptance.The regression analysis reveals that privacy concerns and perceived intrusiveness negatively impact users'acceptance intention,while personaliza-tion and other perception characteristics positively influence it.Advertising attitude is found to mediate the rela-tionship between advertising perception characteristics and user acceptance intention.The fsQCA results indi-cate 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 in-tention.关键词
行为定向广告/接受意愿/模糊集定性比较分析法(fsQCA)Key words
online behavioral advertising/willingness to accept/fuzzy-set qualitative comparative analysis(fsQCA)分类
社会科学引用本文复制引用
赵洁,熊方威..行为定向广告感知特性对用户接受意愿的影响研究[J].重庆工商大学学报（社会科学版）,2025,42(4):64-78,15.基金项目
安徽省哲学社会科学规划项目(AHSKY2021D15)"社交网络背景下的微博谣言治理研究" （AHSKY2021D15）
