個人化廣告能讓閱聽人接觸到更符合其需求之廣告內容，而社群媒體便是透過免費使用服務並投放個人化廣告的商業模式來獲得營收。但使用了許多個人隱私資料來進行個人化的廣告，可能會帶給平台使用者隱私遭受侵入之感受。因此，本研究希望瞭解個人化廣告如何因為過度個人化而導致使用者意識到隱私遭受侵入，並透過衡量廣告對於使用者之價值與廣告造成使用者不耐煩及不悅之感受，進而瞭解使用者如何選擇接受或是迴避社群媒體平台上的個人化廣告。
本研究以資訊性、娛樂性、知覺個人化及隱私侵入作為廣告價值及惱怒之前因，探討這四個變數如何影響使用者對於個人化廣告的評估價值及其造成的不耐煩感受。接下來則以廣告接受與廣告迴避作為使用者衡量過廣告價值及惱怒後的反應。本研究採用網路問卷，於2021年4月初完成問卷回收工作，最終有效問卷為627份，並以SEM作為研究分析方法。
研究結果表明，廣告惱怒為影響使用者決定接受或迴避廣告最重要的因素。而除了隱私侵入能最大的影響廣告惱怒外，提高娛樂性亦能有效降低廣告惱怒。另一方面，廣告價值很大程度的受到知覺個人化的影響，且資訊性也能有效提高廣告價值。此外，本研究亦採用了分群分析，結果顯示使用Facebook的時間長短將會產生不同的影響。最終根據分析結果進行討論，並提供社群媒體業者在實務管理上以及未來學術研究上的建議。

Personalized advertising allows viewers to access advertising content that better meets their needs, and social media platforms earns revenue through the business model of free use of services and placement of personalized advertising. However, a lot of personal privacy information is used for personalized advertising, which may give platform users a feeling of privacy invasion. Therefore, this study aims to investigate how personalized advertisements are over-personalized and end up causing users to perceive their privacy been invaded. By evaluating the value of advertisements to users and user’s impatient and unpleasant feelings caused by advertisements, we can realize how users decide to accept or avoid personalized advertisements on social media platforms.

This study adopts informativeness, entertainment, perceived personalization, and privacy invasion as the causes of ad value and ad irritation, and investigates how these four variables affect users' evaluating the value of personalized advertising and users’ reaction caused by their impatient feelings. Next, ad acceptance and ad avoidance are used to identify user's reaction after evaluating the value of the advertisement and being irritated. Online questionnaire is implemented for this study. The questionnaire collection is completed in early April 2021. The total valid questionnaires are 627, and SEM is adopted as the research and analysis method.

The results show that ad irritation is the most important factor influencing users' decision to accept or avoid advertising. Privacy invasion has the greatest influence on ad irritation while improving entertainment can effectively reduce ad irritation. Besides, ad value is largely affected by users’ perceived personalization, and informativeness can also effectively increase ad value as well. In addition, this research also adopts group analysis. The result shows that how long users spend on Facebook have different effects. Following the results and analysis, suggestions are proposed for social media platforms on practical management and some areas for future research are provided as well.

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