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Exploring the Effects of Perceived R...

Kim, Hyejin.

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Exploring the Effects of Perceived Relevance and Privacy Concerns on Consumer Responses to Online Behavioral Advertising.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Exploring the Effects of Perceived Relevance and Privacy Concerns on Consumer Responses to Online Behavioral Advertising./
作者:	Kim, Hyejin.
面頁冊數:	91 p.
附註:	Source: Masters Abstracts International, Volume: 52-03.
Contained By:	Masters Abstracts International52-03(E).
標題:	Mass Communications. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1547861
ISBN:	9781303507847

Exploring the Effects of Perceived Relevance and Privacy Concerns on Consumer Responses to Online Behavioral Advertising.
Kim, Hyejin.

Exploring the Effects of Perceived Relevance and Privacy Concerns on Consumer Responses to Online Behavioral Advertising. - 91 p.

Source: Masters Abstracts International, Volume: 52-03.

Thesis (M.A.)--University of Minnesota, 2013.

Online behavioral advertising (OBA) is a new form of online advertising based on consumer online activity history. Despite the growing attention and use of this form of advertising, research on OBA is still in its early stages. This study presents preliminary investigation of consumer responses to OBA, particularly focusing on the effects of perceived ad relevance and perceived privacy concerns. Other influencing factors for the two perceptual responses are also explored. An online survey was conducted with a volunteer sample of 292 MTurk users. The results indicate that perceived relevance of OBA is a strong, positive influencer of consumer responses to OBA while privacy concerns regarding OBA appear to play a negative yet less critical role. Perceived ad personalization, knowledge of OBA privacy risks, and institutional trust in online marketing practices were found to be significant factors influencing the two perceptual factors. Implications for advertising practitioners and directions for future research are discussed.

ISBN: 9781303507847Subjects--Topical Terms:

1017395
Mass Communications.

Exploring the Effects of Perceived Relevance and Privacy Concerns on Consumer Responses to Online Behavioral Advertising.
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