مقاله انگلیسی رایگان در مورد درک واکنش مصرف کنندگان از تبلیغات شخصی آنلاین – الزویر ۲۰۱۹

elsevier

 

مشخصات مقاله
ترجمه عنوان مقاله درک واکنش مصرف کنندگان از تبلیغات شخصی آنلاین: یک طرح جدید انتخاب منطقی از دیدگاه اثرات منفی
عنوان انگلیسی مقاله Understanding consumers’ reactance of online personalized advertising: A new scheme of rational choice from a perspective of negative effects
انتشار مقاله سال ۲۰۱۹
تعداد صفحات مقاله انگلیسی ۱۲ صفحه
هزینه دانلود مقاله انگلیسی رایگان میباشد.
پایگاه داده نشریه الزویر
نوع نگارش مقاله
مقاله پژوهشی (Research Article)
مقاله بیس این مقاله بیس میباشد
نمایه (index) Scopus – Master Journal List – JCR
نوع مقاله ISI
فرمت مقاله انگلیسی  PDF
ایمپکت فاکتور(IF)
۷٫۳۳۸ در سال ۲۰۱۸
شاخص H_index ۹۱ در سال ۲۰۱۹
شاخص SJR ۱٫۷۱۱ در سال ۲۰۱۸
شناسه ISSN ۰۲۶۸-۴۰۱۲
شاخص Quartile (چارک) Q1 در سال ۲۰۱۸
مدل مفهومی دارد
پرسشنامه دارد
متغیر دارد
رفرنس دارد
رشته های مرتبط مدیریت
گرایش های مرتبط مدیریت فناوری اطلاعات، بازاریابی
نوع ارائه مقاله
ژورنال
مجله  مجله بین المللی مدیریت اطلاعات – International Journal of Information Management
دانشگاه  Department of Management Science and Engineering, School of Management, Harbin Institute of Technology (HIT), China
کلمات کلیدی واکنش، پارادوکس شخصی سازی، نظریه انتخاب منطقی، مالکیت، آسیب پذیری
کلمات کلیدی انگلیسی Reactance، Personalization paradox، Rational choice theory، Ownership، Vulnerability
شناسه دیجیتال – doi
https://doi.org/10.1016/j.ijinfomgt.2018.09.001
کد محصول  E10945
وضعیت ترجمه مقاله  ترجمه آماده این مقاله موجود نمیباشد. میتوانید از طریق دکمه پایین سفارش دهید.
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فهرست مطالب مقاله:
Abstract

۱- Introduction

۲- Theoretical background

۳- Research model and hypotheses

۴- Research method and data

۵- Data analysis and results

۶- Discussion

۷- Conclusion

References

بخشی از متن مقاله:

Abstract

Consumer reactance appears to be a major inhibiting result in the personalization paradox of online personalized advertising. The objective of this study is to uncover consumer reactance of online personalized advertising. We identify the rational choice factors rooted in the rational choice theory from a negative-effect perspective and examine their impacts on consumer reactance with consideration of affective factors. Our results confirm that three rational choice factors from a negative-effect perspective have significant impacts on consumer reactance, and affective factors such as ownership and vulnerability are dominant determinants of these rational choice factors. The effects of these affective factors on consumer reactance can be mediated by individual rational choice factors. The findings provide a new perspective on the paradox phenomenon and offer online personalized advertising providers new approaches to improving their performance.

Introduction

Many modern online companies (e.g., Tmall and Amazon) use advanced Internet and computing technologies to exploit user data in order to implement online personalized advertising (OPA) on their platforms (Kim & Dan, 2017). Consumers may perceive these services as more attractive and favourite (Lambrecht & Tucker, 2013; Shareef et al., 2017). However, OPA may cause consumers’ unfavorable beliefs. For example, they may perceive privacy concerns in terms of personal data that is collected tacitly and limited capacities to choose and buy (Aguirre et al., 2015; Newell & Marabelli, 2015). This double-edged sword is a personalization paradox: there is tension between how online retailers exploit user information to offer personalized benefits, and users’ concerns over the risks in the usage of OPA (Sutanto et al., 2013). The personalization paradox often produces a negative response in individual reactance towards certain online shopping applications (Fitzsimons & Lehmann, 2004). Reactance may make users resist OPA when they find coercive or threatened of their freedom (Brehm, 1989). It was reported that “only 13% of consumers admitted to clicking on one of these retargeting ads” (Guild, 2013). User click-through rates suggest that individual OPA campaigns are generally unsuccessful. However, prior studies were centred on individual positive responses (e.g., psychological comfort and willingness to disclose information) while paid little attention to the negative ones (e.g., reactance) (Li et al., 2017; Sutanto et al., 2013). Therefore, an understanding of what factors of the personalization paradox influence consumer reactance is central to helping online retailers diagnose the deficiencies in their marketing strategies and providing them with ways to improve their performance. The benefit and risk factors of the personalization paradox form users’ reactance, while consumer reactance may in turn shape these factors (Sharot et al., 2010). Consumer reactance refers to an individual final negative response towards OPA. Hence, in the context of consumer reactance, users may develop benefit and risk beliefs from a negativeeffect perspective by interpreting them as a perceived concern, risky nodes, or unfavorable expectations (Liu et al., 2014; Samba et al., 2018). Therefore, there is a pressing need for reconstructing the benefit and risk factors from a negative-effect perspective in terms of individual negative response.

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