The OPAD-perception framework: measuring perceptions of online personalized advertising

感知 广告 心理学 计算机科学 业务 神经科学
作者
Lijie Guo,Daricia Wilkinson,Moses Namara,Karishma Patil,Bart P. Knijnenburg
出处
期刊:Internet Research [Emerald Publishing Limited]
标识
DOI:10.1108/intr-01-2023-0078
摘要

Purpose The paper aims to develop and validate an instrument to measure users’ perceptions of online personalized advertising. Design/methodology/approach First, we identified 12 different aspects of online personalized advertisement and formulated candidate items through a literature review. A card sorting study and expert review were conducted to generate the initial scale items. We then conducted one survey ( n = 308) to create a reliable measurement instrument and another ( n = 296) to validate the instrument. Finally, we tested how the dimensions of the OPAD-Perception Framework can be used to differentiate between different levels of ad sensitivity, control/no control over the ad personalization process, and different levels of granularity of ad explanation. Findings The resulting OPAD-Perception Framework contains 49 Likert-formatted questions measuring ten distinct dimensions of online personalized advertising: reliability, usefulness, transparency, interactivity, targeting accuracy, accountability, creepiness, willingness to rely on, self-actualization, and persuasion. Originality/value The OPAD-Perception Framework can serve as a powerful tool to measure users’ attitudes toward online personalized advertising. This will enable advertisers and social media platforms to better support users’ privacy expectations and provide user-friendly interfaces for controlling the ad personalization process.
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