TY - JOUR
T1 - Effect of Online Behavioral Advertising Implementation on Attitude toward Ad and Purchase Intention in Indonesian E-Marketplace
AU - Fachryto, Tamas
AU - Achyar, Adrian
PY - 2018/6/1
Y1 - 2018/6/1
N2 - Internet user increase certainly support e-commerce growth. So some e-commerce companies perform online behavioral advertising (OBA) to get consumers as much as possible. The current study uses retargeted ads as a kind of the latest OBA which most of e-marketplaces in Indonesia implement the ads. Survey in the form of questionnaire from 261 respondents. The respondents were showed by author the example of e-marketplace's online behavioral advertising picture and video first before answering the questionnaire. It is intended to recall respondents that they have ever seen ads similar to OBA. The result of this study revealed that OBA threatened consumer privacy, so led to cognitive and affective reactance. Perceived ad intrusiveness also had positive effect on perceived threat. OBA led negative attitude toward the ad and finally negative consumer purchase intention toward product which displayed on OBA.
AB - Internet user increase certainly support e-commerce growth. So some e-commerce companies perform online behavioral advertising (OBA) to get consumers as much as possible. The current study uses retargeted ads as a kind of the latest OBA which most of e-marketplaces in Indonesia implement the ads. Survey in the form of questionnaire from 261 respondents. The respondents were showed by author the example of e-marketplace's online behavioral advertising picture and video first before answering the questionnaire. It is intended to recall respondents that they have ever seen ads similar to OBA. The result of this study revealed that OBA threatened consumer privacy, so led to cognitive and affective reactance. Perceived ad intrusiveness also had positive effect on perceived threat. OBA led negative attitude toward the ad and finally negative consumer purchase intention toward product which displayed on OBA.
UR - http://sijdeb.unsri.ac.id/index.php/SIJDEB/article/view/82/82
U2 - 10.29259/sijdeb.v2i2.123-138
DO - 10.29259/sijdeb.v2i2.123-138
M3 - Article
VL - 2
SP - 123
EP - 138
JO - Sriwijaya International Journal of Dynamic Economics and Business
JF - Sriwijaya International Journal of Dynamic Economics and Business
SN - 2581-2912
IS - 2
ER -