نوع مقاله : برگرفته از پایان نامه و رساله
نویسندگان
1 گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران.
2 عضو هیئت علمی گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Providing online personalized advertising (OPA) in the form of targeted content that fits the needs and interests of each user is a suitable response to consumers' exposure to a large number of online advertisements. However, users may perceive OPA differently in terms of benefits and costs and, as a result, show conflicting reactions to them. In this regard, the objective of this research is to study consumer reactance of OPA, based on both affective and rational choice factors. The former includes ownership, vulnerability and joy that are dominants of the latter, which includes perceived costs of non-personalization, privacy concerns and opportunity cost. In order to achieve this purpose, the convenience sampling method has been used to select the statistical sample. The statistical population of this research consists of all the Iranians who has received OPA in the last three months. Using Cochran sampling formula, the number of sample members is calculated to be 384 people. Data collection has been done through field survey using standard online questionnaire and collected data has been analyzed using SPSS and Smart PLS software. The results confirm personalization paradox, by indicating that vulnerability has a significant impact on privacy concerns, which leads to user’s reactance toward online personalized advertising. Meanwhile, the effect of joy on perceived costs of non-personalization modifies the negative attitude toward OPA.
کلیدواژه‌ها [English]
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