Skip to main content
logo

Annual Conference 2019

March 28–31, 2019

Marriott City Center, Dallas, TX

Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.

Please use this search form to:

To see the full agenda, leave all drop-downs blank, and simply click on "Search." Please note that there are some options you may select once you have searched. (Please do not be confused about something that looks like "1.1 Digital Advertising" as this is simply a title of a group of sessions.

Contact the AAA Conference Office to accept the session assignment, or to request a change due to a conflict. Call (727) 940-2658 x 2004 if you have questions. Please be sure to reference the session title(s), date(s) and time(s) if you contact us.


2.2d “Who is Watching Me?” – Effects of Perceived Agency of Tracking, Brand Trust and Website Credibility on Privacy Concerns Toward Online Behavioral Advertising

Friday, March 29, 2019 at 1:00 PM–2:30 PM CDT
2-Normandy B
Abstract

Online behavioral advertising (OBA) that tracks user online data has witnessed a dramatic increase in popularity. Using Psychological Reactance Theory, this study examines the effects of perceived agency of data tracking, in addition to brand trust and website credibility, on responses toward OBA. Based on results from a 3 (brand trust: high vs. low vs. control) by 2 (website credibility: high vs. low) between-subjects experiment, we found that brand trust influenced purchase intention; website credibility did not exert effects on privacy concern, psychological reactance or purchase intention. The more individuals perceived a third-party agency or Internet service provider as tracking their data, the higher was their privacy concern. If participants believed that the advertised company tracked them online, they indicated greater privacy concern in low brand trust condition, and less cognitive reactance in high brand trust condition. Implications for OBA research and practices are discussed.

First & Corresponding Author

Xiaowen Xu, University of Connecticut
Authors in the order to be printed.

Xiaowen Xu, University of Connecticut; Tai-Yee Wu, National Chiao Tung University; David Atkin, University of Connecticut

Additional Authors

Tai-Yee Wu, National Chiao Tung University
David Atkin, University of Connecticut
Loading…