2016
DOI: 10.4236/ajibm.2016.69092
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The Research of Influence Factors of Online Behavioral Advertising Avoidance

Abstract: With the development of information technology, it's possible to deliver advertising more accurately. Online behavioral advertising (OBA) is a kind of advertising which tracks individual online behavior in order to deliver advertising tailored to his or her interests. However, consumers still avoid advertising with more precise delivery. We can't find out the measures which decrease OBA avoidance unless we know about the factors that influence the avoidance. This paper reviewed researches about advertising avo… Show more

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Cited by 37 publications
(28 citation statements)
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References 29 publications
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“…According to the analysis the relationship between privacy concerns is significant and there is a positive relationship among the variables. By reviewing literature it confirms that there is a positive impact from the negative experience to the privacy concern (Li & Huang, 2016). This research study also confirms that there is a positive relationship among privacy concern and the negative experience.…”
Section: Privacy Concern Tosupporting
confidence: 76%
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“…According to the analysis the relationship between privacy concerns is significant and there is a positive relationship among the variables. By reviewing literature it confirms that there is a positive impact from the negative experience to the privacy concern (Li & Huang, 2016). This research study also confirms that there is a positive relationship among privacy concern and the negative experience.…”
Section: Privacy Concern Tosupporting
confidence: 76%
“…In accordance with the literature it's found that coal impediment has a strong positive relationship with the negative experience. ( Li & Huang, 2016)Based on the literature and the study findings we can say that advertisers should not distract the consumers when they are highly goal oriented. When the advertisement is entertaining consumers are likely to engage more.…”
Section: Goal Impediment To Negative Experiencementioning
confidence: 77%
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