Online targeted ads: Effects of persuasion knowledge, coping self-efficacy, and product involvement on privacy concerns and ad intrusiveness

被引:12
作者
Lim, Rachel Esther [1 ]
Sung, Yoon Hi [2 ]
Hong, Ji Mi [3 ]
机构
[1] Oklahoma State Univ, Sch Media & Strateg Commun, 206 Paul Miller Bldg, Stillwater, OK 74078 USA
[2] Univ Oklahoma, Gaylord Coll Journalism & Mass Commun, 395 W Lindsey St Ste 3000, Norman, OK 73019 USA
[3] INHA Univ, Sch Global Convergence Studies, Dept Int Business & Trade, 618, 9th Bldg, 100 Inha ro, Incheon 22212, South Korea
关键词
Online targeted advertising; Retargeting; Persuasion knowledge; Coping self -efficacy; Privacy concerns; Perceived ad intrusiveness; PROTECTION MOTIVATION; CONSUMER RESPONSE; ADVERTISEMENTS; PERSONALITY; MODEL; TRUST; COPE; DISCLOSURE; APPEALS; SCALE;
D O I
10.1016/j.tele.2022.101920
中图分类号
G25 [图书馆学、图书馆事业]; G35 [情报学、情报工作];
学科分类号
1205 ; 120501 ;
摘要
This study conducted an online experiment to examine how persuasion knowledge of online targeted advertising (OTA), coping self-efficacy, and product involvement influenced the per-ceptions of privacy concerns and ad intrusiveness. These findings indicated that persuasion knowledge increased coping self-efficacy, which, in turn, influenced privacy concerns and perceived ad intrusiveness. Furthermore, the relations between coping self-efficacy and the evaluations of the OTA varied, depending on levels of product involvement. Specifically, when participants had high product involvement, their perceptions of privacy concerns and ad intru-siveness increased as their coping self-efficacy enhanced. However, those relationships did not appear among participants with low levels of product involvement. Theoretical and managerial implications of these findings are discussed later.
引用
收藏
页数:11
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