The Impact of Online Behavioral Advertising on Consumer Attitude and Impulse Buying

Abstract

This research is about Online Behavioral Advertising, one of the kinds of advertisements that Internet users may face while surfing on the Internet. The particularity of these advertisements are generated based on the user’s browsing activities and will display products or services that the user already searched for. The purpose of this research was to examine if Online Behavioral Advertising had an impact on consumer attitudes (attention and click behavior) and on impulse buying behavior. Moreover, we examined if there was an impact of privacy concerns as personal data collection is necessary to generate these advertisements. We conduted a survey and regarding the results, we compared two samples : France and Korea, to analyze the potential differences between the two countries.