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

Li Mo, Xiaosan Zhang, Yabin Lin, Zhenghui Yuan () and Zengjun Peng
Additional contact information
Li Mo: School of Communication, Fujian Normal University, Fuzhou 350117, China
Xiaosan Zhang: Research Center for Belt and Road Financial and Economic Development, Xiamen National Accounting Institute, Xiamen 361000, China
Yabin Lin: School of Communication, Fujian Normal University, Fuzhou 350117, China
Zhenghui Yuan: Research Center for Belt and Road Financial and Economic Development, Xiamen National Accounting Institute, Xiamen 361000, China
Zengjun Peng: Department of Mass Communications, St. Cloud State University, St. Cloud, MN 56301, USA

Sustainability, 2023, vol. 15, issue 5, 1-12

Abstract: 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.

Keywords: online advertising; personalization; informativeness; privacy concern; flow experience (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://www.mdpi.com/2071-1050/15/5/4090/pdf (application/pdf)
https://www.mdpi.com/2071-1050/15/5/4090/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:15:y:2023:i:5:p:4090-:d:1078503

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().