Original scientific paper

https://doi.org/10.17559/TV-20200131053815

An Empirical Study on the Influencing Factors of Customers' Acceptance Intention towards Online Behavioral Advertising

Rui Liang ; Beijing Union University, A3, Yanjingdongli, Chaoyang district, Beijing
Zeyu Jiao ; Kyonggi University, 154-42 Gwanggyosan-ro, Woncheon-dong, Yeongtong-gu, Suwon-si, Gyeonggi-do, South Korea
Ziyang Liu ; Kyonggi University, 154-42 Gwanggyosan-ro, Woncheon-dong, Yeongtong-gu, Suwon-si, Gyeonggi-do, South Korea

Abstract

Big data mining and analysis technology greatly influence the development of the advertising industry. In order to capture large information on consumers' online behaviour, cookie files and Hadoop are widely adopted by advertisers to reach targeted consumers, which leads to online behavioural advertising. Based on an empirical study, this research mainly analyzes the factors influencing customers' acceptance intention towards OBA from developing a conceptual framework. By collecting data through questionnaires and using SPSS and AMOS for data analysis, the result indicates that the factors of performance expectancy, effort expectancy, social influence and facilitating conditions have a positive relationship with customer acceptance intention. Moreover, performance expectancy, effort expectancy, and facilitating conditions have a positive relationship with attitudes towards OBA. However, attitudes do not positively impact customer acceptance intention and social influence has no significant relationship with attitudes, which could attribute to privacy concern and the rising of personality consciousness respectively. The result of this study is of great significance to the way of improving advertising effectiveness.

Keywords

attitudes; big data; customer acceptance intention; online behavioural advertising

Hrčak ID:

242314

URI

https://hrcak.srce.hr/242314

Publication date:

15.8.2020.

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