新冠肺炎疫情肆虐，帶動電子商務迅速發展與社群媒體使用率提升，產生豐富的數據資料庫，廠商根據用戶搜尋瀏覽紀錄及分析線上使用者行為，將廣告投放至更精準的目標客群，其中再行銷廣告有效促進消費者回流，提升廣告效益。從受眾角度探討，廣告商提供更符合個人需求廣告內容，提供所需資訊價值，提升購買意願；然而考量隱私暴露風險，影響受眾點擊再行銷廣告之意願，並對廣告品牌產生反感。

本研究總共回收352份有效問卷，透過信度分析、皮爾森相關係數分析、迴歸分析驗證假說，並探討變數間影響效果。研究結果顯示雖然受眾會因隱私問題降低點擊意願，但當資訊為受眾所需，隱私認知對點擊意願幾乎不產生影響。本研究整理再行銷廣告運作方式及操作技術，以及透過問卷分析受眾對再行銷廣告態度及廣告成效，提供欲投放數位廣告廠商作為參考。

As the COVID-19 pandemic kept raging, it led to the development of e-commerce as well as the higher usage rate of social media, which helps create a more comprehensive database of users’ online behavior. Based on users’ search and browsing records along with analysis of customer behavior, companies use the data to deliver advertisements to the target audience more precisely. From the perspective of the audience, advertisers indeed deliver advertising messages that are more suitable to their personal needs, and also provide the required informational values. However, considering the risk of privacy exposure, the audience’s willingness to click on the retargeting advertisings is affected, and consequently, they may even dislike the advertisements and the brands.

In this study, a total of 352 valid questionnaires were retrieved. The hypotheses were verified through reliability analysis, Pearson’s correlation coefficient and regression analysis. Simultaneously, the effects of variables were discussed. The result of the research shows: the privacy issues reduce the audience’s willingness to click on the advertisement; however, when the advertising information is needed by the audience, the awareness of privacy has little impact on their willingness to check the advertisement. This study sorts out the business models and techniques of retargeting advertising, analyzing the audience's attitude towards retargeting advertising and its efficiency through questionnaires, in a view to providing a reference for advertisers who want to deliver advertisements successfully.

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