Privacy Concerns Matter, Knowledge Does Not: Investigating Effects of Online Behavioral Advertising among Chinese and Dutch Adults

被引：5
|
作者：
Zhang, Dong [1 ]
Voorveld, Hilde [1 ]
Boerman, Sophie C. [2 ]
机构：
[1] Univ Amsterdam, Amsterdam Sch Commun Res, Amsterdam, Netherlands
[2] Wageningen Univ & Res, Strateg Commun, Wageningen, Netherlands
来源：
JOURNAL OF CURRENT ISSUES AND RESEARCH IN ADVERTISING | 2023年 / 44卷 / 03期
关键词：
PERSUASION KNOWLEDGE; INFORMATION PRIVACY; EMPIRICAL-EXAMINATION; PERSONALIZATION; PARADOX; ATTITUDES; COPE;
D O I：
10.1080/10641734.2023.2199812
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
The present study aims to address (1) the extent to which privacy concerns and online behavioral advertising (OBA) knowledge as consumer characteristics create boundary conditions for the persuasiveness of OBA and (2) if their roles in OBA effects differ for Dutch and Chinese individuals. Results from an online experiment (N = 241) show that OBA is less effective for individuals with high privacy concerns than for individuals with low privacy concerns, while level of OBA knowledge does not influence the positive effects of OBA compared to non-OBA. OBA is also more effective for Dutch consumers than for Chinese consumers, which could be attributed to the finding that Chinese consumers have higher privacy concerns than Dutch consumers.
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页码：392 / 410
页数：19
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