دانلود مقاله ISI انگلیسی شماره 74240
ترجمه فارسی عنوان مقاله

درک تبلیغات آنلاین رفتاری: دانش کاربر، نگرانی های حریم خصوصی و رفتار مقابله ای آنلاین در اروپا

عنوان انگلیسی
Understanding online behavioural advertising: User knowledge, privacy concerns and online coping behaviour in Europe ☆
کد مقاله سال انتشار تعداد صفحات مقاله انگلیسی
74240 2014 8 صفحه PDF
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Computers in Human Behavior, Volume 32, March 2014, Pages 15–22

ترجمه کلمات کلیدی
تبلیغات هدفمند؛ رضایت آگاهانه؛ نگرانی های حریم خصوصی؛ نظرسنجی؛ مقابله ای
کلمات کلیدی انگلیسی
Targeted advertising; Informed consent; Privacy concerns; Survey; Coping
پیش نمایش مقاله
پیش نمایش مقاله  درک تبلیغات آنلاین رفتاری: دانش کاربر، نگرانی های حریم خصوصی و رفتار مقابله ای آنلاین در اروپا

چکیده انگلیسی

Online behavioural advertising (OBA) is a special form of targeted advertising. For OBA, it is necessary to collect data about online surfing behaviour, which is usually undertaken by installing ‘cookies’. The use of cookies is heavily debated by policy makers in the US and Europe. Central to this discussion is whether users should provide informed consent prior to the installation of cookies. However, to provide informed consent, it is vital that website users understand the mechanisms of OBA and cookies. This study investigates whether the existing knowledge is sufficient, whether website users are concerned about their privacy, and how they cope with OBA, cookies and the requested informed consent. An online questionnaire (N = 2022) was fielded briefly after new European cookie regulations were enacted. The results confirmed that the knowledge is still insufficient to obtain good understanding of this new advertising technique. In addition, the results showed that groups of Internet users did not differ in terms of knowledge, although they did differ in terms of privacy concerns. A comparison of privacy-concerned groups showed that a dual approach is needed in communicating about OBA, not only to inform but also to reduce worries, especially in older and less-educated groups.