University of Twente Student Theses


The effects of ad-blocking on online customer behaviour

Tekbasan, Tolga M. (2019) The effects of ad-blocking on online customer behaviour.

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Abstract:In this study, we explored the effects of ad-blockers on online customer behavior. Method: In this experimental study fourteen participants, participated in three experiments. The experiments are designed to explore the effects on the three variables: website aesthetics (WA), information searching behavior (ISB) and transaction behavior (TB). Together these variables simulate a customers journey, from visiting a website, liking the aesthetics, finding the necessary information and transacting. To explore the effect on WA, participants were equipped with eye-tracking glasses and went through an A/B-testing experiment. In order to explore the effects on ISB and TB, participants followed a predefined script replicating the respective behavior of searching information and completing a transaction. Results: The study suggests that ad-blocking has an effect on the website aesthetics variable. The study did not find evidence supporting that ad blocking has an effect on ISB and TB. Conclusion: The model explained that ad blocking effects people only regarding their perception on the aesthetics of a website; the model suggest no effects on ISB and TB. The model is revised by grouping ISB and TB into a new variable: task-oriented behavior. More research is needed to replicate the result in order to verify the validity of the model, preferably on a larger test group using different forms of advertising.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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