Abstract
An Empirical Study on the Influencing Factors of Customers' Acceptance Intention towards Online Behavioral Advertising
Highlights
Big data has transformed the advertising industry as well as many other industries
Attitudes do not positively impact customer acceptance intention and social influence has no significant relationship with attitudes, which could attribute to privacy concern and the rising of personality consciousness respectively
In terms of theoretical contributions, through the empirical study, this research built a theoretical model of investigating factors influencing consumer acceptance intention towards online behavioural advertising, which enriched the theories in the online behaviour advertising (OBA) field
Summary
Big data has transformed the advertising industry as well as many other industries. In the context of OBA, PE means that the acceptance of ads depends on if users can gain exact and up-to-date information and if the ads information can improve purchasing efficiency Based on those researches, the study assumes that PE can positively influence consumers' acceptance intention of OBA. Taking the users' attitude as the mediating variable, the acceptance intention towards mobile advertising is proven to be significantly influenced by the attitude Based on the former studies, H5 is proposed here: H5: Attitudes toward OBA have a positive impact on customer acceptance of OBA. As in the context of OBA, mobile devices are an important way to display ads, H8 is suggested here: H8: Social influence has a positive relationship with attitudes toward OBA. Every measurement item is measured by using the five-point Likered scale. 1 for ‘Strongly Disagree', 2 for ‘Disagree', 3 for 'Undecided', 4 for 'Agree' and 5 for 'Strongly Agree'
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