Consumers’ Attitudes towards Online Advertising: A Model of Personalization, Informativeness, Privacy Concern and Flow Experience

Online personalized advertising has been widely adopted in China in the recent years, leading to both positive and negative results. This study endeavors to examine the impact of perceived personalization of online advertising on consumers’ attitudes toward advertising. A total of 472 questionnaires...

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Bibliographic Details
Published in:Sustainability 2023-03, Vol.15 (5), p.4090
Main Authors: Mo, Li, Zhang, Xiaosan, Lin, Yabin, Yuan, Zhenghui, Peng, Zengjun
Format: Article
Language:English
Subjects:
Advertising
Analysis
Attitudes
Consumer behavior
Consumers
Customization
Internet/Web advertising
Marketing research
Methods
Multivariate statistical analysis
Privacy
Privacy, Right of
Public opinion
Social networks
Surveys
Sustainability
Technology application
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Summary:Online personalized advertising has been widely adopted in China in the recent years, leading to both positive and negative results. This study endeavors to examine the impact of perceived personalization of online advertising on consumers’ attitudes toward advertising. A total of 472 questionnaires were administered and analyzed using Structural Equation Modeling. The results show that perceived personalization exerts a positive impact through perceived informativeness, and a negative impact through privacy concerns. However, the positive effect was determined to be stronger and thus perceived personalization had an overall positive impact. Additionally, the results showed that both effects were mediated by flow experience. The practical and theoretical implications of the findings were discussed.
ISSN:2071-1050
2071-1050
DOI:10.3390/su15054090