Feel embarrassed or willing to share? The relationship between online behavioral advertising, online privacy concern and consumers' sharing willingness.- The case of Facebook

• Main Authors: Rou-Fang Lin, 林柔妨
• Other Authors: Yu-Qian Zhu
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/27mp85

碩士 === 國立臺灣科技大學 === 資訊管理系 === 104 === With increasing popularity of the internet, the source of consumer information shifts from traditional media to the Internet, and most recently, to social media. Follow this trend, online behavioral advertising technology has become the norm. However, with the increase of customers' awareness of privacy invasion, internet privacy concern becomes an important issue. This study aims to investigate the relationship between embarrassment, sharing willingness, Internet privacy concern, and purchase intention on social media. Four hundreds and twenty-five questionnaires were collected from Facebook users in Taiwan. Smart PLS was used to analyze the data The result showed that embarrassment is positively related to internet privacy concerns whereas sharing willingness is negatively related to internet privacy concerns. Besides, Internet privacy concern and embarrassment are negatively related to purchase intentions whereas sharing willingness is positively related to purchase intentions.