THE IMPACT OF THE FACTORS INFLUENCING THE BEHAVIORAL INTENTION OF CONSUMERS TOWARDS THE ACCEPTANCE OF ONLINE BEHAVIORAL ADVERTISING

Abstract

Online Behavioral Advertising (OBA) is widely practicing by the marketers globally. Through online behavioral advertising, the internet users can get customized ads related to product. These customized and personalized ads help in increasing behavioral intention of the customers to purchase the products and increase the information regarding to the products through personalized ads. The purpose of this paper is to identify the factors that influence the customer’s behavioral intention regarding to purchase of the products through online behavioral advertising. The acquisition-transaction utility theory was adapted and extended to measure the determinants of behavioral intention. Data of 211 respondents was collected online through questionnaire survey. For the data collection, non-probability convenience sampling techniques was used. Smart PLS was used for analysis. The finding of this study indicates that hypothesis for the OBAPU and OBAC on the OBAA were rejected and have insignificant impact. Moreover, click intention have a positive significant impact on behavioral intention. This study contributes to the significant managerial implications in helping to understand the consumer’s perspective. Provides the insights that will contribute to the advancement of knowledge about personalized and data-driven digital advertising for practicing in many organizations and brands to understand the consumer’s behavioral intention towards the purchase of the products and formulate such strategies that will increase the personalized ads credibility to increase the acceptance of the OBA.