摘要
在大数据时代,网购越来越成为人们生活中的一部分,网购中出现的精准广告在给消费者提供便利的同时,也存在着许多伦理问题。本研究通过问卷调查,发现消费者对精准广告中的伦理问题具有较高认知度、低敏感度和较高认可度,总体感知较高,并通过深度访问进一步得出消费者会从安全(Safety)、自愿(Voluntary)、诚信(Integrity)、有益(Beneficial)、多样(Diversity)五个维度进行精准广告伦理感知,并建立消费者伦理感知SVIBD模型。为保护消费者隐私以及解决精准广告的伦理问题,在国家法律、行业自律和消费者三个角度对精准广告的未来发展提出建设性意见。
In the era of big data,online shopping is increasingly becoming part of people’s lives.Precision advertising that appears in online shopping brings great convenience to consumers,but at the same time,there are many ethical issues.This study finds in a survey that consumers have higher awareness,lower sensitivity and higher recognition of ethical issues in accurate advertising,and the overall perception is high.Further evidences show that consumers’ perception of accurate advertising ethical perception is formulated in the dimensions of safety,voluntary,integrity,benefit and diversity.The SVIBD model of consumer ethical perception is developed on this basis.In order to protect consumer privacy and address the ethical issues of accurate advertising,the author offers constructive suggestions on future development of accurate advertising from the perspective of national law,industry self-discipline,and consumer.
作者
张良悦
杨先顺
Zhang Liangyue;Yang Xianshun
出处
《传媒观察》
2020年第5期67-75,共9页
Media Observer
基金
国家社会科学基金一般项目“大数据营销传播的伦理治理体系”(19BXW100)阶段性成果之一。
关键词
大数据精准广告
伦理问题
消费者感知
实证研究
big data precision advertising
ethical issues
consumer perception
empirical research
