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