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Why am I responding to this advertisement?

Zhao, Yuwei (2019) Why am I responding to this advertisement?

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Abstract:Personalization is an effective advertising strategy that enables advertisers to create more accurate advertisements by presenting personalized content. Numerous studies have investigated how level of personalization and the trust-building strategies such as website trustworthiness, influence advertising effectiveness, and whether perceived privacy concerns could mediate their effects. However, little is known about the role played by privacy fatigue in this process. This research examines the effects of level of personalization, trustworthiness of the advertising website, perceived privacy concerns, and privacy fatigue on click-through intentions and forward intentions. This study predicted that perceived privacy concerns have a stronger influence on click-through intentions and forward intentions in the case of low privacy fatigue. To test the hypotheses, this research combined 2 x 3 between-subjects in a factorial experimental design by using an online survey. The experiment contained six conditions and enrolled 205 participants. The results demonstrate that the effectiveness of advertising is more positive with greater extent of personalization, and that perceived privacy concerns have a negative influence on click-through intentions and forward intentions. Furthermore, privacy fatigue and perceived privacy concerns show no interaction effects on click-through intentions and forward intentions.
Item Type:Essay (Master)
Clients:
Unknown organization, ENSCHEDE, 荷兰
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/79370
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