Exploring the psychological mechanisms from personalized advertisements to urge to buy impulsively on social media

作者：

Highlights：

• We explored the psychological mechanism and constructs underlying consumer's reactions to personalized advertisement on social media.

• Personalization creates value for users in four aspects: perceived informativeness, perceived credibility, perceived creativity, and perceived entertainment.

• Advertisement values translate into utilitarian browsing intentions and hedonic browsing intentions.

• Both utilitarian browsing intentions and hedonic browsing intentions enhance impulsive buying intentions for users on Facebook.

摘要

•We explored the psychological mechanism and constructs underlying consumer's reactions to personalized advertisement on social media.•Personalization creates value for users in four aspects: perceived informativeness, perceived credibility, perceived creativity, and perceived entertainment.•Advertisement values translate into utilitarian browsing intentions and hedonic browsing intentions.•Both utilitarian browsing intentions and hedonic browsing intentions enhance impulsive buying intentions for users on Facebook.

论文关键词：

论文评审过程：Received 4 September 2017, Revised 26 November 2018, Accepted 7 January 2019, Available online 23 February 2019, Version of Record 23 February 2019.

论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2019.01.007