The Impact of Online Behavioral Advertising Transparency on User Attitudes from the Perspective of Privacy Tools

互联网广告市场规模不断扩大，在线行为广告的广泛应用引发了用户对隐私问题的担忧。企业纷纷推出隐私工具，但鲜有研究深入探究在线行为广告透明度对用户态度的影响路径与机制。本研究基于技术接受理论、ABC态度理论，构建在线行为广告透明度对用户态度的模型，通过实验，发现广告透明度与用户态度呈正相关，感知收益起中介作用，隐私担忧负向调节广告透明度通过感知收益影响用户态度的中介路径。基于结论，本文建议企业通过隐私工具继续提高广告透明度，从感知易用性、感知有用性和感知娱乐性的角度优化透明度策略，降低用户隐私担忧，为电子商务领域的实践提供了理论支持与具体的操作建议。The continuous expansion of the internet advertising market and the widespread application of online behavioral advertising have triggered users’ concerns over privacy issues. While platforms have successively launched privacy tools, few studies have deeply analyzed the impact paths and mechanisms of transparency in online behavioral advertising on User Attitudes. Based on the Technology Acceptance Model (TAM) and the ABC Attitude Theory, this study constructs a model of how transparency in online behavioral advertising affects User Attitudes. Through experiments, it is found that advertising transparency is significantly positively correlated with user attitudes, with perceived benefits mediating this path. Additionally, privacy concerns negatively moderate the mediating path through which advertising transparency influences user attitudes via perceived benefits. Based on these conclusions, this paper suggests that enterprises should continue to improve advertising transparency through privacy tools, optimize transparency strategies from the perspectives of perceived ease of use, perceived usefulness, and perceived entertainment, and reduce users’ privacy concerns, providing theoretical support and specific operational recommendations for e-commerce practices.