Online Personalized Advertising Avoidance by Chinese Consumers: The Effect of Consumer Good Types

Hongjuan Song and Yushi Jiang
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Hongjuan Song: Economics & Management school of Southwest Jiaotong University
Yushi Jiang: Economics & Management school of Southwest Jiaotong University

Noble International Journal of Business and Management Research, 2017, vol. 1, issue 6, 107-117

Abstract: This study introduces a structural model that explores the relationship of consumers’ perceived goal impediment, perceived ad irrelevance, prior negative experience with Online Personalized Advertising (OPA), advertising that is customized to the user’s online behavior. The study also evaluates whether the types of consumer goods being advertised influences the relationships between perceptual factors and OPA avoidance. Survey data from 462 online consumers in China were used to validate the structural model. Results show that perceived goal impediment, perceived OPA irrelevance, and prior negative experience are all associated with OPA avoidance. Prior negative experience is the most significant factor; perceived OPA irrelevance does not lead to advertising avoidance when engaged in amusement or information-seeking. When comparing the differences between convenience goods, shopping goods, and specialty goods, perceived goal impediment and prior negative experience have a stronger effect on OPA avoidance for specialty goods and shopping goods than for convenience goods.

Keywords: Online Personalized Advertising; Ad Avoidance; Perceived OPA Irrelevance; Information Theory; Social Exchange Theory (search for similar items in EconPapers)
Date: 2017
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