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Abstract This study explores the complicated mechanism driving the influence of personalized advertising on users’attitude based on the stimulus-organism-response theory. 421 questionnaires of social media users are collected through an online survey platform to evaluate model-fit in order to test the hypotheses. The results show that perceived personalized advertising has an impact on perceived costs of non-personalization, perceived goal impediment, and privacy concerns, which leads to psychological reactance, and then affects user’s attitude towards advertisers and social media. In addition, product type (utilitarian products vs. hedonic products) moderates the relationship between perceived personalized advertising and perceived goal impediment as well as privacy concerns. Under the condition of hedonic products, the effects of perceived personalized advertising on perceived goal impediment and privacy concerns are alleviated.
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Received: 12 May 2020
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