Online targeted ads: Effects of persuasion knowledge,coping self-efficacy,and product involvement on privacy concerns and ad intrusiveness |
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| Institution: | 1. School of Media & Strategic Communications, Oklahoma State University, 206 Paul Miller Building, Stillwater, OK 74078, USA;2. The Gaylord College of Journalism and Mass Communication, The University of Oklahoma, 395 W Lindsey St Ste 3000, Norman, OK 73019, USA;3. Department of International Business & Trade, School of Global Convergence Studies, INHA University, 618, 9th Building, 100 Inha-ro, Michuhol-gu, Incheon 22212, South Korea;1. School of Physical Education, Changsha University of Science and Technology, 410114 Changsha, China;2. Department of Media and Communication Studies, Faculty of Art and Social Sciences, University of Malaya, Kuala Lumpur 50603, Malaysia;3. School of Journalism and Communication, Beijing Normal University, 100875 Beijing, China;4. Faculty of Sport and Exercise Science, Universiti Malaya, 50603 Kuala Lumpur, Malaysia;5. Faculty of Communication and Media Studies, Department of Journalism and Media Studies, Taraba State University, PMB 1167 Jalingo, Nigeria;1. Department of Media & Information, Michigan State University, East Lansing, MI, United States;2. Department of Advertising and Public Relations, Michigan State University, East Lansing, MI, United States;3. Department of Pediatrics, University of Wisconsin-Madison School of Medicine and Public Health, WI, United States;1. College of Science, George Mason University, Fairfax, VA, USA;2. Environmental Change Institute, University of Oxford, Oxford, Oxfordshire, UK;1. UCSI Graduate Business School, UCSI University, No. 1 Jalan Menara Gading, UCSI Heights, 56000, Cheras, Kuala Lumpur, Malaysia;2. Centre for Global Sustainability Studies (CGSS), Universiti Sains Malaysia, 11800 Penang, Malaysia;3. Computer Department, Applied College, Imam Abdulrahman Bin Faisal University, P.O. Box. 1982, Dammam, Saudi Arabia;4. Department of Business Administration, College of Business and Administration, Princess Nourah bint Abdulrahman University, Riyadh, Saudi Arabia;5. School of Computer Engineering, Iran University of Science and Technology, Iran;6. Institute of Research and Development, Duy Tan University, Da Nang, VietNam;7. International School, Duy Tan University, Da Nang, VietNam;8. Business Administration Dept., Applied College, Najran University, Najran, Saudi Arabia;9. Department of MIS, Dhofar University, Oman;10. Centre for Health Technology, Faculty of Health, University of Plymouth, Plymouth PL4 8AA, UK;1. School of Information Management, Wuhan University, Wuhan, China;2. Center for Studies of Information Resources, Wuhan University, Wuhan, China;3. Big Data Institute, Wuhan University, Wuhan, China;4. Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore, Singapore;5. Laboratory of Medical Informatics and Knowledge Engineering in e-Health, LIMICS, Sorbonne University, Paris, France;6. Key Laboratory of Semantic Publishing and Knowledge Service of the National Press and Publication Administration, Wuhan University, Wuhan, China |
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| Abstract: | This study conducted an online experiment to examine how persuasion knowledge of online targeted advertising (OTA), coping self-efficacy, and product involvement influenced the perceptions 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 intrusiveness 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. |
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| Keywords: | Online targeted advertising Retargeting Persuasion knowledge Coping self-efficacy Privacy concerns Perceived ad intrusiveness |
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