Understanding consumers’ reactance of online personalized advertising: A new scheme of rational choice from a perspective of negative effects
作者：
Highlights：
• Rational choice factors are reconstructed from a negative-effect perspective in the OPA context.
• Ownership affection fosters perceived cost of non-personalization and privacy concerns.
• Privacy concerns and opportunity cost increase with vulnerability affection.
• The impacts of ownership and vulnerability on reactance are mediated by rational choice factors.
摘要
•Rational choice factors are reconstructed from a negative-effect perspective in the OPA context.•Ownership affection fosters perceived cost of non-personalization and privacy concerns.•Privacy concerns and opportunity cost increase with vulnerability affection.•The impacts of ownership and vulnerability on reactance are mediated by rational choice factors.
论文关键词：Reactance,Personalization paradox,Rational choice theory,Ownership,Vulnerability
论文评审过程：Received 27 April 2018, Revised 3 August 2018, Accepted 4 September 2018, Available online 27 September 2018, Version of Record 27 September 2018.
论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2018.09.001
