Online Behavioral Advertising Avoidance: Young People Perceptual Factors towards Banner Advertisement
| Main Authors: | Hariputra, Tom Majiid; School of Business and Management, Institut Teknologi Bandung, Nasution, Reza Ashari; School of Business and Management, Institut Teknologi Bandung |
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| Format: | Article info eJournal |
| Bahasa: | eng |
| Terbitan: |
Journal of Business and Management
, 2021
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| Online Access: |
https://journal.sbm.itb.ac.id/index.php/jbm/article/view/4324 |
Daftar Isi:
- This study investigates whether young people's perceptual factors (i.e. privacy concern, prior negative experience, and perceived ad clutter) exert a formative influence on market outcomes namely advertising avoidance. Current research focuses on online behavioral advertising (OBA), a form of advertising whose collects consumer online activities to show relevant and targeted ads. Self-completion online survey (n = 142) are analyzed using partial least square structural equation modelling (PLS-SEM) to comprehend how such underlying factor creates an avoidance driver for targeted banner ads in the website, mobile application, and shopping site. The empirical findings reported a positive and significant relationship with an occurrence of advertising avoidance as demonstrated in its predictors. Moreover, prior negative experience is found to be the most significant antecedent explaining OBA avoidance.Keywords: Advertising avoidance, online behavioral advertising, behavioral targeting, privacy concern, prior negative experience, perceived ad clutter, banner advertisement