TITLE:
The Research of Influence Factors of Online Behavioral Advertising Avoidance
AUTHORS:
Wen Li, Ziying Huang
KEYWORDS:
Online Behavioral Advertising, Advertising Avoidance, Perceived Personalization, Privacy Concern
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.6 No.9,
September
14,
2016
ABSTRACT: With the development of information
technology, it’s possible to deliver advertising more accurately. Online
behavioral advertising (OBA) is a kind of advertising which tracks individual
online behavior in order to deliver advertising tailored to his or her
interests. However, consumers still avoid advertising with more precise
delivery. We can’t find out the measures which decrease OBA avoidance unless we
know about the factors that influence the avoidance. This paper reviewed
researches about advertising avoidance and built the model of OBA avoidance
combining the characteristics of OBA. Goal Impediment, Perceived
Personalization and Privacy Concern are the inde-pendent variables and Negative
Experience is the intervening variable. The empirical study finds that Goal
Impediment and Privacy Concern are related to OBA avoidance positively, and
Perceived Personalization is related to OBA avoidance negatively.