Study on Online Behavioural Add Avoidance in Sri Lankan Online Advertising

Abstract

This paper aims to investigate the effect of goal impediment, privacy concern, perceived personalization on the online behavioral add (OBA) avoidance behavior in Sri Lankan online advertising. This is done through the negative experience faced by the viwer. For this purpose, four hypothesis were used. Study is designed as a cross sectional study where data was collected using a questionnaire and the sample size is 384. Collected data was analyzed through structural equation method in AMOS 22. All the hypotheses were supported by data. Therefore, it was concluded that goal impediment, privacy concern, perceived personalization has a significant impact on negative experience and negative experience has a significant impact on the online add avoidance behavior. Based on the findings recommendations were proposed to improve the performance of online advertising in Sri Lanka and to control online behavioral add avoidance.