Examining the Demand for Spam: Who Clicks?
Examining the Demand for Spam: Who Clicks?
复制标题
检查垃圾邮件的需求：谁点击？
DOI：
10.1145/3173574.3173786
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发表时间：
2018
期刊：
影响因子：
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通讯作者：
Brian Waismeyer
中科院分区：
文献类型：
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作者：
Elissa M. Redmiles;Neha Chachra;Brian Waismeyer
尽管在自动垃圾邮件检测方面取得了重大进展，但一些垃圾邮件内容设法逃避检测并吸引用户。虽然垃圾邮件的供应链是很好的理解，通过以前的研究，有很少的了解垃圾邮件的消费者。我们专注于垃圾邮件等式的需求侧，通过大规模分析去识别的聚合Facebook日志数据（n= 600，000），研究是什么驱使用户点击垃圾邮件。我们发现（1）垃圾邮件的数量和用户网络中的点击规范与个人消费行为显著相关;（2）更活跃的用户不太可能点击，这表明经验和互联网技能（与活动水平弱相关）可能会创造更精明的消费者;（3）我们证实了先前关于垃圾邮件消费的性别效应的研究结果，但发现这种效应主要与垃圾邮件主题有关。我们的研究结果提供了实际的见解，以减少对垃圾邮件内容的需求，从而影响垃圾邮件的盈利能力。
Despite significant advances in automated spam detection, some spam content manages to evade detection and engage users. While the spam supply chain is well understood through previous research, there is little understanding of spam consumers. We focus on the demand side of the spam equation examining what drives users to click on spam via a large-scale analysis of de-identified, aggregated Facebook log data (n=600,000). We find (1) that the volume of spam and clicking norms in a users' network are significantly related to individual consumption behavior; (2) that more active users are less likely to click, suggesting that experience and internet skill (weakly correlated with activity level) may create more savvy consumers; and (3) we confirm previous findings about the gender effect in spam consumption, but find this effect largely corresponds to spam topics. Our findings provide practical insights to reduce demand for spam content, thereby affecting spam profitability.