Consumer Perceptions of Online Behavioral Advertising

2019 IEEE 21st Conference on Business Informatics (CBI) Pub Date : 2019-07-15 DOI:10.1109/CBI.2019.00046

T. Dehling, Yuchen Zhang, A. Sunyaev

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引用次数: 6

Abstract

Online behavioral advertising, on websites and in online applications, requires companies to make intricate trade-offs between promises of increased revenue and potential risks for alienation of consumers. To guide companies in making such trade-offs, we answer the research question: How do consumers perceive online behavioral advertising? We consolidate our findings in a process model linking consumer awareness of and knowledge about online behavioral advertising with their attitude towards online behavioral advertising, which shows that consumer perceptions of online behavioral advertising are not stable; instead, they constantly evolve, triggered by confrontations with online behavioral advertising. For consumers, online behavioral advertising is a feature until they get annoyed and it becomes a nuisance. This is a tight rope walk for providers of websites and online applications. Consumers want personalized content, but they do not want content that is too personal. Companies should aim to arouse positive consumer attitudes by creating added value and should revise their online behavioral advertising practices before consumer attitudes shift.

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消费者对网络行为广告的看法

在网站和在线应用中，在线行为广告要求公司在增加收入的承诺和疏远消费者的潜在风险之间做出复杂的权衡。为了指导公司做出这样的权衡，我们回答了研究问题:消费者如何看待在线行为广告?我们通过将消费者对网络行为广告的认知和知识与其对网络行为广告的态度联系起来的过程模型来巩固我们的发现，这表明消费者对网络行为广告的认知并不稳定;相反，它们在与在线行为广告的对抗中不断进化。对于消费者来说，在线行为广告是一种功能，直到他们感到厌烦，成为一种滋扰。对于网站和在线应用程序提供商来说，这是一个艰难的过程。消费者想要个性化的内容，但他们不想要过于个性化的内容。企业应该致力于通过创造附加值来唤起积极的消费者态度，并在消费者态度转变之前修改在线行为广告的做法。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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2019 IEEE 21st Conference on Business Informatics (CBI)

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