The Effect of Privacy Concerns and Consumer Trust on Consumer Response to Online Behavioral Advertising for Travel Products

• 영문명: The Effect of Privacy Concerns and Consumer Trust on Consumer Response to Online Behavioral Advertising for Travel Products
• 발행기관: 한국관광학회
• 저자명: Jin-Myung Lee Jong-Youn Rha
• 간행물 정보: 『International Journal of Tourism Science』Vol.13 No.3, 1~29쪽, 전체 29쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2013.12.31

영문 초록

Online Behavioral Advertising (OBA) is the practice of tailoring advertising based on an individual's online activities such as searching keywords and visiting websites. The purpose of this study is to develop a conceptual model for the OBA of travel products and examine the influence of privacy concerns and consumer trust on the acceptance of tourism OBA. Using data from 500 respondents from South Korea, hypothesized relationships were tested by Structural Equation Modeling. The results show that perceived entertainment, perceived informativeness, and perceived personalization had positive effects on attitudes towards OBA, whereas perceived irritation had a negative effect. Also, the results indicate that consumers’ privacy concerns and trust have significant impact on consumers’ intention to click on tourism OBA. Implications for management practice and further research are discussed.

목차

Introduction

Literature Review

Conceptual Model and Research Hypotheses

Methodology

Results

Discussion and Implication

Limitations and Future Research

References

키워드

Online behavioral advertising Privacy concern Consumer trust Attitude toward online advertising Travel and tourism