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Big browser is watching you: How Information Privacy Concerns and Involvement affect Purchase Intentions in Online Personalized Advertising
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2015 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Authors: Malin Karlsson, Sandra Karlsson, Amanda Malmberg

Tutor: Dr. Setayesh Sattari

Examiner: Prof. Anders Pehrsson

Background: Consumers increasingly purchase products online due to the widespread use of the Internet. The decision for consumers to purchase online is predicted by their purchase intentions, which in turn is affected by their information privacy concerns. There is a lack of research on IPC and purchase intentions in the context of online personalized advertising.

Purpose: To extend the understanding of purchase intentions considering information privacy concerns and involvement in the context of online personalized advertising.

Methodology: A survey in form of a questionnaire was conducted in order to gather the information necessary to be able to analyse the relationship between IPC and purchase intentions in the context of online personalized advertising. The sample consists of 18-70 year olds from cities in southern Sweden.

Conclusion: Conclusions drawn in this thesis is that when applied in the context of online personalized advertising, there is no significant relationship between IPC and purchase intentions. However, involvement is suggested as having a positive relationship to purchase intentions, as well as a positive moderating effect on the relationship between IPC and purchase intention in the context of online personalized advertising.

Keywords: Purchase intentions, Information privacy concerns (IPC), Online personalized advertising, Involvement.

Place, publisher, year, edition, pages
2015. , p. 50
Keywords [en]
Purchase intentions, Information privacy concerns (IPC), Online personalized advertising, Involvement
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-44094OAI: oai:DiVA.org:lnu-44094DiVA, id: diva2:820259
Subject / course
Business Administration - Marketing
Educational program
Marketing, Master Programme, 60 credits
Supervisors
Examiners
Available from: 2015-06-12 Created: 2015-06-11 Last updated: 2015-06-12Bibliographically approved

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Karlsson, Karlsson & Malmberg, 2015(833 kB)497 downloads
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Type fulltextMimetype application/pdf

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CiteExportLink to record
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Citation style
  • apa
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