ONLINE BEHAVIORAL ADVERTISING AVOIDANCE: YOUNG PEOPLE PERCEPTUAL FACTORS TOWARDS BANNER ADVERTISEMENT
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 a...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/52097 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | 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. |
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