The Effect Of Perceived Personalization On Click Intention Of Online Behavioral Advertising

Online behavioral advertising(OBA)refers to a type of personalized or customized advertising based on consumers' online behavior.OBA is able to provide more satisfaction to consumers because of the more interesting and relevant contents,but the tracking and data collection of OBA brings privacy risks.There is only a thin line between personalized contents and invasion of privacy.Will consumers be attracted to personalized content or will they avoid clicking ad because of privacy risk? Therefore,this research focus on the effect of perceived personalization on click intention of OBA,which information and entertainment,perceived privacy risk and perceived invasiveness were used as mediating variables.What's more,this research tested the correlation between all variables under purchase and entertainment motivation.The research shows that(1)information,entertainment and perceived aggression play a mediating effect on the impact of perceived personalization on click intention,while only entertainment and perceived aggression play the role of mediating variables.In general,entertainment has a higher mediating effect of click and participated in OBA.(2)In the model,positive mediating effect is more significant,and the hierarchical regression verifies that perceived personalization mainly influences click and participated intention through its "positive dimension".When people are aware of the negative factors of personalization,perceived risk will mediate the effect slightly.(3)There is a significant difference in the effect of perceived personalization on click intention and participated intention of OBA between purchase and entertainment motivation.Under the purchase motivation,the click and participated intention are significantly improved,the mediating effect of entertainment is more significant,and the negative impact of perceived personalization is more easily perceived.