数字技术的进步和精准营销观念的普及共同促进了行为定向广告的快速发展。但是 对于消费者如何感知和评价广告商的定向策略我们还知之甚少。本文首先通过扎根理论 方法,对消费者从哪些维度感知行为定向广告的价值进行了探索性研究,然后通过定量 研究分析这些感知价值如何影响广告态度,以及哪些前置因素会影响感知价值。结果发 现,消费者对互联网行为定向广告的感知价值可以分为三个维度:需求响应、信息控制 和隐私关注。其中需求响应对广告态度产生积极影响,信息控制和隐私关注对广告态度 产生消极影响。消费者的调节聚焦、自我效能和网络使用频率对行为定向广告的三个价 值感知维度有不同程度的影响。

Digital technology and precision marketing enhanced the development of behavioral targeting advertising. However we know little about how consumers evaluate this kind of targeting tactic. This paper uses grounded theory to discover the dimensions from which consumers perceive the value and the cost of behavioral targeting advertising, and then, exam how they impact on advertising attitude and what the antecedents are.This paper finds out consumers evaluate behavioral targeting advertising based on Demand Response, Information Control and Private Concern. Demand Response influence consumer’s advertising attitude positively, while Information Control and Private Concern influence consumer’s advertising attitude negatively. Regulation focus, self-efficiency and internet usage are antecedents of the perceived value of online behavioral targeting advertising.