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Worried about digital footprint? Attitudes toward online behavioural advertising with the AdChoices icon

Title
Worried about digital footprint? Attitudes toward online behavioural advertising with the AdChoices icon
Authors
An S.Kang H.
Ewha Authors
안순태
SCOPUS Author ID
안순태scopus
Issue Date
2022
Journal Title
International Journal of Internet Marketing and Advertising
ISSN
1477-5212JCR Link
Citation
International Journal of Internet Marketing and Advertising vol. 16, no. 3, pp. 297 - 316
Keywords
AdChoices iconOBAonline behavioural advertisingprivacy concernsself-regulation
Publisher
Inderscience Publishers
Indexed
SCOPUS scopus
Document Type
Article
Abstract
This study examined the efficacy of using the AdChoices icon, a symbol that indicates the use of online behavioural advertising (OBA) on websites. Despite the increased use of OBA for internet advertising, little is known as to its impact on user attitudes toward websites and advertisements that voluntarily display the icon. This study compared the effects of the icon in individuals with less favourable attitudes toward OBA in general to those in people holding more favourable attitudes toward OBA in general, in relation to their privacy concerns. For those with less favourable attitudes toward OBA, their attitudes toward the website displaying the icon increased significantly when the individual’s perceived privacy concern was high. Those with more favourable attitudes toward OBA did not show much change regardless of individual privacy concerns. However, such an interaction effect was not observed for the advertisements themselves on websites displaying the icon. Copyright © 2022 Inderscience Enterprises Ltd.
DOI
10.1504/IJIMA.2022.122246
Appears in Collections:
사회과학대학 > 커뮤니케이션·미디어학전공 > Journal papers
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