درک واکنش مصرف کنندگان از تبلیغات شخصی آنلاین
ترجمه نشده

درک واکنش مصرف کنندگان از تبلیغات شخصی آنلاین

عنوان فارسی مقاله: درک واکنش مصرف کنندگان از تبلیغات شخصی آنلاین: یک طرح جدید انتخاب منطقی از دیدگاه اثرات منفی
عنوان انگلیسی مقاله: Understanding consumers’ reactance of online personalized advertising: A new scheme of rational choice from a perspective of negative effects
مجله/کنفرانس: مجله بین المللی مدیریت اطلاعات - International Journal of Information Management
رشته های تحصیلی مرتبط: مدیریت
گرایش های تحصیلی مرتبط: مدیریت فناوری اطلاعات، بازاریابی
کلمات کلیدی فارسی: واکنش، پارادوکس شخصی سازی، نظریه انتخاب منطقی، مالکیت، آسیب پذیری
کلمات کلیدی انگلیسی: Reactance، Personalization paradox، Rational choice theory، Ownership، Vulnerability
نوع نگارش مقاله: مقاله پژوهشی (Research Article)
نمایه: Scopus - Master Journal List - JCR
شناسه دیجیتال (DOI): https://doi.org/10.1016/j.ijinfomgt.2018.09.001
دانشگاه: Department of Management Science and Engineering, School of Management, Harbin Institute of Technology (HIT), China
ناشر: الزویر - Elsevier
نوع ارائه مقاله: ژورنال
نوع مقاله: ISI
سال انتشار مقاله: 2019
ایمپکت فاکتور: 5/579 در سال 2017
شاخص H_index: 82 در سال 2019
شاخص SJR: 1/373 در سال 2017
شناسه ISSN: 0268-4012
شاخص Quartile (چارک): Q1 در سال 2017
فرمت مقاله انگلیسی: PDF
تعداد صفحات مقاله انگلیسی: 12
وضعیت ترجمه: ترجمه نشده است
قیمت مقاله انگلیسی: رایگان
آیا این مقاله بیس است: بله
کد محصول: E10945
فهرست انگلیسی مطالب

Abstract


1- Introduction


2- Theoretical background


3- Research model and hypotheses


4- Research method and data


5- Data analysis and results


6- Discussion


7- Conclusion


References

نمونه متن انگلیسی مقاله

Abstract


Consumer reactance appears to be a major inhibiting result in the personalization paradox of online personalized advertising. The objective of this study is to uncover consumer reactance of online personalized advertising. We identify the rational choice factors rooted in the rational choice theory from a negative-effect perspective and examine their impacts on consumer reactance with consideration of affective factors. Our results confirm that three rational choice factors from a negative-effect perspective have significant impacts on consumer reactance, and affective factors such as ownership and vulnerability are dominant determinants of these rational choice factors. The effects of these affective factors on consumer reactance can be mediated by individual rational choice factors. The findings provide a new perspective on the paradox phenomenon and offer online personalized advertising providers new approaches to improving their performance.


Introduction


Many modern online companies (e.g., Tmall and Amazon) use advanced Internet and computing technologies to exploit user data in order to implement online personalized advertising (OPA) on their platforms (Kim & Dan, 2017). Consumers may perceive these services as more attractive and favourite (Lambrecht & Tucker, 2013; Shareef et al., 2017). However, OPA may cause consumers’ unfavorable beliefs. For example, they may perceive privacy concerns in terms of personal data that is collected tacitly and limited capacities to choose and buy (Aguirre et al., 2015; Newell & Marabelli, 2015). This double-edged sword is a personalization paradox: there is tension between how online retailers exploit user information to offer personalized benefits, and users’ concerns over the risks in the usage of OPA (Sutanto et al., 2013). The personalization paradox often produces a negative response in individual reactance towards certain online shopping applications (Fitzsimons & Lehmann, 2004). Reactance may make users resist OPA when they find coercive or threatened of their freedom (Brehm, 1989). It was reported that “only 13% of consumers admitted to clicking on one of these retargeting ads” (Guild, 2013). User click-through rates suggest that individual OPA campaigns are generally unsuccessful. However, prior studies were centred on individual positive responses (e.g., psychological comfort and willingness to disclose information) while paid little attention to the negative ones (e.g., reactance) (Li et al., 2017; Sutanto et al., 2013). Therefore, an understanding of what factors of the personalization paradox influence consumer reactance is central to helping online retailers diagnose the deficiencies in their marketing strategies and providing them with ways to improve their performance. The benefit and risk factors of the personalization paradox form users’ reactance, while consumer reactance may in turn shape these factors (Sharot et al., 2010). Consumer reactance refers to an individual final negative response towards OPA. Hence, in the context of consumer reactance, users may develop benefit and risk beliefs from a negativeeffect perspective by interpreting them as a perceived concern, risky nodes, or unfavorable expectations (Liu et al., 2014; Samba et al., 2018). Therefore, there is a pressing need for reconstructing the benefit and risk factors from a negative-effect perspective in terms of individual negative response.

  • اشتراک گذاری در

دیدگاه خود را بنویسید:

تاکنون دیدگاهی برای این نوشته ارسال نشده است

درک واکنش مصرف کنندگان از تبلیغات شخصی آنلاین
نوشته های مرتبط
مقالات جدید
لوگوی رسانه های برخط

logo-samandehi

پیوندها