The Influence of the privacy concern and social advertising type on the attitude and behavior

Chih-Chien Wang, Yolande Yunhsiou Yang, Ming-Ru Lin

Abstract


Nowadays social media can collect consumers' online behavior. The enterprises make the customized advertisement to achieve targeting marketing and close consumers' needs. With the right of privacy, the consumers pay attention to this kind of advertisement. In this study, we made the online questionnaire. Asking the privacy concern, and analyzing the advertising attitude and behavior in a different advertising situation. The result we found that customized advertising made consumers increase positive attitude, but made negative attitude on advertising behavior like click, share, etc. In addition, both male and female have different responses to customized advertisements and intimate products advertisements. The result can serve a reference for manufacturers to make advertising strategies in the future.

Article Metrics

Abstract: 153 Viewers PDF: 61 Viewers

Keywords


Recommendation System; Collaborative Filtering; Lyrics, Latent Dirichlet Allocation; Multimedia Web Application;

Full Text:

PDF


References


J.-Y. Son and S.S. Kim, Internet users' information privacy-protective responses: A taxonomy and a nomological model. MIS quarterly, 503-529, 2008.

B. Ur, et al. Smart, useful, scary, creepy: perceptions of online behavioral advertising. in proceedings of the eighth symposium on usable privacy and security. 2012. ACM.

L.F. Bright, S.B. Kleiser, and S.L. Grau, Too much Facebook? An exploratory examination of social media fatigue. Computers in Human Behavior, 44, 148-155, 2015.

A. De Corniere and R. De Nijs, Online advertising and privacy. The RAND Journal of Economics, 47 (1), 48-72, 2016.

N. Souiden, S. Chtourou, and B. Korai, Consumer attitudes toward online advertising: The moderating role of personality. Journal of Promotion Management, 23 (2), 207-227, 2017.

M.G. Hoy and G. Milne, Gender differences in privacy-related measures for young adult Facebook users. Journal of Interactive Advertising, 10 (2), 28-45, 2010.

R.A. Layton, Marketing systems — A core macromarketing concept. Journal of Macromarketing, 27 (3), 227-242, 2007.

D.W. Dahl, R.V. Manchanda, and J.J. Argo, Embarrassment in consumer purchase: The roles of social presence and purchase familiarity. Journal of consumer research, 28 (3), 473-481, 2001.

E. Goffman, Embarrassment and social organization. American Journal of sociology, 62 (3), 264-271, 1956.

K.B. Sheehan, An investigation of gender differences in on-line privacy concerns and resultant behaviors. Journal of Interactive Marketing, 13 (4), 24-38, 1999.

M. Higuchi and H. Fukada, A comparison of four causal factors of embarrassment in public and private situations. The Journal of Psychology, 136 (4), 399-406, 2002.

L.D. Wolin and P. Korgaonkar, Web advertising: gender differences in beliefs, attitudes and behavior. Internet Research, 13 (5), 375-385, 2003.

W.G. Parrott and S.F. Smith, Embarrassment: Actual vs. typical cases, classical vs. prototypical representations. Cognition & Emotion, 5 (5-6), 467-488, 1991.

C. Ranganathan and S. Ganapathy, Key dimensions of business-to-consumer web sites. Information & Management, 39 (6), 457-465, 2002.

A. De Corniere and R.J.T.R.J.o.E. De Nijs, Online advertising and privacy. 47 (1), 48-72, 2016.

T. Dinev, et al., Privacy calculus model in e-commerce – a study of Italy and the United States. 15 (4), 389-402, 2006.


Refbacks

  • There are currently no refbacks.



Barcode

International Journal of Informatics and Information Systems (IJIIS)

2579-7069 (Online)
Organized by Information System Department - Universitas Amikom Purwokerto - Indonesia, Laboratoire Signaux Et Systèmes (L2s) - Université Paris 13 - FranceAsosiasi Perguruan Tinggi Informatika dan Ilmu Komputer (APTIKOM) and Bright Publisher
Published by Bright Publisher
Website : ijiis.org or bright-journal.org/ijiis
Email : ijiis@bright-journal.org (paper handling issues)
           taqwa@bright-journal.org (publication issues)
           andhika@bright-journal.org (technical issues)

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0