Consumers’ Attitudes towards Online Advertising: A Model of Personalization, Informativeness, Privacy Concern and Flow Experience (original) (raw)
Related papers
Business Review, 2019
This study examines online advertising engagement as a potential consequence of perceived personalization in online behavioral advertising (OBA) context. Internet users' privacy concerns were analyzed as a moderator on perceived personalization and online advertising engagement relationship. Scenario based activity design was used and 409 usable questionnaires were incorporated in the statistical analysis. The collected data was analyzed using (SPSS) 21 and AMOS 23. Hayes method was used to perform moderation analysis. The moderation analysis showed a significant result but in the opposite direction as hypothesized i.e., high level of privacy concerns made the relationship between perceived personalization and online advertising engagement strong.
Personalised Display Advertising and Online Purchase Intentions
International Journal of E-Services and Mobile Applications, 2022
Personalized ads are increasingly used by marketers to promote product and service brands, however, the effect of ad personalization on consumer perceptions and online purchase intention has received limited research attention particularly, in different media usage situations. To address this gap, data was collected in four sub-Saharan African countries through an online survey to test the hypothesized model using structural equation modeling. The findings indicate that perceived ad personalization influences online purchase intention and this relationship is partially mediated by perceived relevance and fully mediated by perceived intrusiveness. No effects were found for privacy concern. Notably, internet use motivation moderated the relationships between the predictor and the outcomes. Specifically, the effect of ad personalization on perceived intrusiveness was only significant among paratelic users, its effect on purchase intention was also stronger among paratelic users, and it...
The Influence of the privacy concern and social advertising type on the attitude and behavior
International Journal of Informatics and Information Systems, 2019
Nowadays social media can collect consumers' online behavior. The enterprises make the customized advertisement to achieve targeting marketing and close consumers' needs. With the right of privacy, the consumers pay attention to this kind of advertisement. In this study, we made the online questionnaire. Asking the privacy concern, and analyzing the advertising attitude and behavior in a different advertising situation. The result we found that customized advertising made consumers increase positive attitude, but made negative attitude on advertising behavior like click, share, etc. In addition, both male and female have different responses to customized advertisements and intimate products advertisements. The result can serve a reference for manufacturers to make advertising strategies in the future.
The purpose of this study is to determine the antecedents of consumers’ perception towards online advertising in Malaysia. This research has been developed a framework by reviewing the existing literatures available in the same field. Altogether 526 respondents have been selected as a final sample size. This research uses survey method in this study because my purpose of the study is to generalize the findings from the sample to population. The current study used Statistical Software Package for Social Sciences (SPSS) and AMOS Software Package to analyze the data. The results of this study provide evidence that increased consumer perception is associated with increased online advertising. There is a direct positive, significant relationship between consumer perception and online advertising of the respondents in the online advertising in Malaysia. It was also found that all sub dimensions of consumer perception positively and significantly affect to online advertising and its dimensions. Besides, the results indicated the significant positive relationships between consumer perception and consumer acceptance. On the other hand, a significant weak relationship was found between consumer acceptance and online advertising. However, the consumer satisfaction has not correlated significantly with online advertising of the respondents in the online advertising in Malaysia. Future studies can be extended to check the applicability and relevance of consumer perception within Malaysia using different samples from different sectors, occupations and so on.
Consumer’s awareness and privacy concerns regarding online behavioral advertising
Journal of Management Research and Analysis, 2020
In this digital age where it is becoming difficult for marketers to win customer's expectations all the time. And consumers are getting more products online and offline for comparisons. Marketers started tracking consumers on the basis of their internet use and provide them customized advertising, this whole process is known as online behavioral advertising. The study aims to find: awareness level of OBA in consumers based on their age and gender, privacy concerns of consumers based on age and gender, whether there is any relation between the awareness level of OBA and Privacy concerns of the respondents and to understand the role of cookies in online behavioral advertising was also the objective. The findings were there is no difference among knowledge of online behavioral adverting and related concepts based on gender and age of the respondents. Level of privacy concerns does not differentiate between gender and age of the respondents. And there is no correlation between level of awareness regarding online behavioral advertising and privacy perception of the respondents.
The Predictors of Attitude towards Online Advertising
2020
With the significant increase of the number of Internet users in Malaysia to 17.5 million users in 2011, on-line advertisers need to understand the consumers' attitude towards on-line advertising better. Thus, the main aim of this research paper is to study the predictors of consumers' attitude toward online advertising. Respondents were chosen from students studying in private education institutions in Malaysia since past studies indicate that most of these online users are young consumers. Three constructs have been identified to pred ict consumers attitude toward online advertising which are usability, trust and information. The research approach adopted in this study is a survey method using purposive sampling. The data was collected through self-ad ministered distribution and received 207 valid responses. The findings of this research reveal that all the three predictors which are usability, trust and in formation had positive significant influence on consumers' ...
A study of the effects of programmatic advertising on users' concerns about privacy overtime
Journal of Business Research, 2019
This research work has two objectives. On the one hand, to analyze the influence that Perceived Usefulness of Programmatic Advertising (PA) has on the user's Concern about Privacy, and on the other, to check whether this relationship changes over time. That is, to find out how improvements in the effectiveness of programmatic advertising might increase the users' concern for privacy. Today, programmatic advertising can be very invasive, not only because of the use of cookies and geolocation, but also because of using algorithms that analyze users' interests in order to offer related products at a later date when the user visits other different websites which are not at all related to the first. Secondly, this document investigates whether this relationship increases over time and if there are any time-related effects. In this study, data from of a very large sample of Internet users in Spain (n = 14,822) was analyzed at three different moments of time between 2013 and 2017. PLS-SEM was used for the analysis given its usefulness in social studies. Several groups were analyzed to test the difference between the path coefficients of the latent variables at different moments in time. Academics and professionals will benefit from this document by being able to see the importance of this relationship over time and how it changes. The use of a longitudinal study allowed for an investigation into, not only the existence of the relationship, but how it changed over the years.
IMPACT OF TARGETED DIGITAL ADVERTISING ON CONSUMER BUYING BEHAVIOUR AND PRIVACY CONCERNS
The study aimed to determine how targeted digital advertising influenced consumer buying behavior and privacy concerns. The research design applicable for the study is the descriptive research design. The present study acquires sampling from local respondents in Bangalore. Convenience sampling is selecting the members of samples based on the researcher’s convenient accessibility. The research instrument obtain the primary data through questionnaire. The sample size for the study is 159. The correlation result reveals that online targeted advertisement is positively associated with consumer buying behavior and privacy concerns. The study found that the regression result reveals that all the variables do not positively affect consumer buying behavior, except creditability and attitude. Also, the researcher found that all the variables positively affect privacy concerns. As a result, the research found that customers who appreciate targeted advertising are less inclined to avoid it, highlighting the importance of perceived advertising value.
The Influence of Online Advertisrment on Consumer Attitudes
Proceedings of the International Conference on Economics and Banking 2015, 2015
The rapid development of technology today makes Internet users continues to increase. This is supported by the ease of internet users access the internet either through a PC, laptop, mobile phones, tablets and other media. The increase in Internet users this makes the internet into a proper promotion using online advertisment. Therefore, it is interesting to analyze and examine how the effect of online advertisment on consumer attitudes. The study was conducted on students of public and private universities in the city of Makassar. The method used was a quantitative analysis using the technique of purposive sampling method with a sample of 340 people. Testing this hypothesis using structural equation modeling (SEM). The results showed that online advertisment has an influence on consumer attitudes online. Dimensions interactivity of online advertisment provides the highest influence on the attitudes and interests of consumers purchasing online.