Purpose

The paper aims to develop and validate an instrument to measure users’ perceptions of online personalized advertising.

Design/methodology/approach

First, we identified 12 different aspects of online personalized advertisement and formulated candidate items through a literature review. A card sorting study and expert review were conducted to generate the initial scale items. We then conducted one survey (n = 308) to create a reliable measurement instrument and another (n = 296) to validate the instrument. Finally, we tested how the dimensions of the OPAD-Perception Framework can be used to differentiate between different levels of ad sensitivity, control/no control over the ad personalization process, and different levels of granularity of ad explanation.

Findings

The resulting OPAD-Perception Framework contains 49 Likert-formatted questions measuring ten distinct dimensions of online personalized advertising: reliability, usefulness, transparency, interactivity, targeting accuracy, accountability, creepiness, willingness to rely on, self-actualization, and persuasion.

Originality/value

The OPAD-Perception Framework can serve as a powerful tool to measure users’ attitudes toward online personalized advertising. This will enable advertisers and social media platforms to better support users’ privacy expectations and provide user-friendly interfaces for controlling the ad personalization process.

中文翻译：

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OPAD 感知框架：衡量对在线个性化广告的感知

 目的

本文旨在开发和验证一种工具来衡量用户对在线个性化广告的看法。

设计/方法/方法

首先，我们确定了在线个性化广告的 12 个不同方面，并通过文献综述制定了候选项目。进行了卡片分类研究和专家审查以生成初始量表项目。然后，我们进行了一项调查 （n = 308） 以创建可靠的测量仪器，并进行了另一项调查 （n = 296） 来验证仪器。最后，我们测试了如何使用 OPAD-Perception Framework 的维度来区分不同级别的广告敏感度、对广告个性化过程的控制/不控制以及不同级别的广告解释粒度。

 发现

由此产生的 OPAD-Perception 框架包含 49 个李克特格式的问题，用于衡量在线个性化广告的十个不同维度：可靠性、有用性、透明度、交互性、定位准确性、问责制、令人毛骨悚然、依赖意愿、自我实现和说服力。

 原创性/价值

OPAD-Perception 框架可以作为衡量用户对在线个性化广告态度的强大工具。这将使广告商和社交媒体平台能够更好地支持用户的隐私期望，并提供用户友好的界面来控制广告个性化过程。