iSpy? Tailored versus Invasive Ads and Consumers’ Perceptions of Personalized Advertising

作者：

Highlights：

• Consumers’ perceptions of personalized advertising are examined.

• Privacy calculus theory is used and extended via integration with other constructs.

• Antecedents and outcomes regarding privacy concerns are investigated.

• Invasiveness, privacy control, and consumer innovativeness all influence intentions.

• Implications of the results for managers, researchers, and consumers are discussed.

摘要

•Consumers’ perceptions of personalized advertising are examined.•Privacy calculus theory is used and extended via integration with other constructs.•Antecedents and outcomes regarding privacy concerns are investigated.•Invasiveness, privacy control, and consumer innovativeness all influence intentions.•Implications of the results for managers, researchers, and consumers are discussed.

论文关键词：Digital marketing,E-commerce,Information privacy,Interactive marketing,Internet,Invasiveness,Personalized advertisements (PA),Social media

论文评审过程：Received 7 November 2017, Revised 27 March 2018, Accepted 27 March 2018, Available online 28 March 2018, Version of Record 4 April 2018.

论文官网地址：https://doi.org/10.1016/j.elerap.2018.03.007