Effect of Online Behavioral Advertising Implementation on Attitude Toward Ad and Purchase Intention in Indonesian E-Marketplace
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. S...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Fakultas Ekonomi Universitas Sriwijaya
2018-07-01
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| Series: | Sriwijaya International Journal of Dynamic Economics and Business |
| Subjects: | |
| Online Access: | https://sijdeb.unsri.ac.id/index.php/SIJDEB/article/view/82 |
| _version_ | 1797278254312194048 |
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| author | Tamas Fachryto Adrian Achyar |
| author_facet | Tamas Fachryto Adrian Achyar |
| author_sort | Tamas Fachryto |
| collection | DOAJ |
| description |
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.
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| first_indexed | 2024-03-07T16:00:36Z |
| format | Article |
| id | doaj.art-fddd9470393d47bdacf03b6cab8fd941 |
| institution | Directory Open Access Journal |
| issn | 2581-2904 2581-2912 |
| language | English |
| last_indexed | 2024-03-07T16:00:36Z |
| publishDate | 2018-07-01 |
| publisher | Fakultas Ekonomi Universitas Sriwijaya |
| record_format | Article |
| series | Sriwijaya International Journal of Dynamic Economics and Business |
| spelling | doaj.art-fddd9470393d47bdacf03b6cab8fd9412024-03-04T21:54:14ZengFakultas Ekonomi Universitas SriwijayaSriwijaya International Journal of Dynamic Economics and Business2581-29042581-29122018-07-012210.29259/sijdeb.v2i2.123-13853Effect of Online Behavioral Advertising Implementation on Attitude Toward Ad and Purchase Intention in Indonesian E-MarketplaceTamas Fachryto0Adrian Achyar1Universitas Indonesia, JakartaUniversitas Indonesia, Jakarta 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. https://sijdeb.unsri.ac.id/index.php/SIJDEB/article/view/82Online Behavioral AdvertisingRetargeted AdvertisingE-MarketplaceAttitude Toward The AdPurchase Intention |
| spellingShingle | Tamas Fachryto Adrian Achyar Effect of Online Behavioral Advertising Implementation on Attitude Toward Ad and Purchase Intention in Indonesian E-Marketplace Sriwijaya International Journal of Dynamic Economics and Business Online Behavioral Advertising Retargeted Advertising E-Marketplace Attitude Toward The Ad Purchase Intention |
| title | Effect of Online Behavioral Advertising Implementation on Attitude Toward Ad and Purchase Intention in Indonesian E-Marketplace |
| title_full | Effect of Online Behavioral Advertising Implementation on Attitude Toward Ad and Purchase Intention in Indonesian E-Marketplace |
| title_fullStr | Effect of Online Behavioral Advertising Implementation on Attitude Toward Ad and Purchase Intention in Indonesian E-Marketplace |
| title_full_unstemmed | Effect of Online Behavioral Advertising Implementation on Attitude Toward Ad and Purchase Intention in Indonesian E-Marketplace |
| title_short | Effect of Online Behavioral Advertising Implementation on Attitude Toward Ad and Purchase Intention in Indonesian E-Marketplace |
| title_sort | effect of online behavioral advertising implementation on attitude toward ad and purchase intention in indonesian e marketplace |
| topic | Online Behavioral Advertising Retargeted Advertising E-Marketplace Attitude Toward The Ad Purchase Intention |
| url | https://sijdeb.unsri.ac.id/index.php/SIJDEB/article/view/82 |
| work_keys_str_mv | AT tamasfachryto effectofonlinebehavioraladvertisingimplementationonattitudetowardadandpurchaseintentioninindonesianemarketplace AT adrianachyar effectofonlinebehavioraladvertisingimplementationonattitudetowardadandpurchaseintentioninindonesianemarketplace |