Online ISSN: 2520-4521 | Print ISSN: 2522-6606
Volume 1 Number 6 June 2017
Online Personalized Advertising Avoidance by Chinese Consumers: The Effect of Consumer Good TypesPages: 107-117
Authors: Hongjuan Song, Yushi Jiang
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.