A Study on Factors Influencing Online Behavioral Advertising Avoidance (OBA): Special Reference to Sri Lankan Online Advertising
Shanika Wijenayake1, Imesha Ruwan Pathirana2
1Shanika Wijenayake, Department of Marketing Management, University of Kelaniya, Sri Lanka.
2Imesha Ruwan Pathirana, Department of Marketing Management, University of Kelaniya, Sri Lanka.
Manuscript received on 24 April 2019 | Revised Manuscript received on 07 May 2019 | Manuscript Published on 17 May 2019 | PP: 155-160 | Volume-8 Issue-1S May 2019 | Retrieval Number: A10220581S19/2019©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: This paper aims to investigate the effect of goal impediment, privacy concern, perceived personalization on the online add avoidance behavior. This is done through the negative experience. Main objective of the study is identifying the said effects in Sri Lanka. Study is designed as a cross sectional study where data was collected using a questionnaire and the sample size is 384. Collected data was analyzed through structural equation method in AMOS 22. All the hypotheses were supported by data. Therefore, it was concluded that goal impediment, privacy concern, perceived personalization has a significant impact on negative experience and negative experience has a significant impact on the online add avoidance behavior.
Keywords: Advertising; Online Behavioral Targeting; Ad Avoidance; Goal Impediment; Privacy Concern; Perceived Personalization; Negative Experience.
Scope of the Article: Online Learning Systems