Antecedants and consequences of intrusiveness in digital advertising

• Main Author: Đỗ Thị Lệ Huyền
• Format: Article
• Language: Vietnamese
• Published: TẠP CHÍ KHOA HỌC ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINH 2020-08-01
• Series: Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh
• Subjects: cảm nhận bị làm phiền; né tránh quảng cáo; quảng cáo trực tuyến; sự cuốn hút; sự khó chịu.
• Online Access: https://journalofscience.ou.edu.vn/index.php/econ-vi/article/view/636

The purpose of this paper is to define and measure the determinants and effects of consumers’ intrusive perception towards internet advertising in Ho Chi Minh City. The study utilizes qualitative and quantitative methods with 160 questions delivered to internet-using respondents. Results suggest that site content obscuring and the loss of ads control explain highly for intrusiveness. The research also shows an obvious influence of perceived intrusiveness on customers’ irritation. This results in negative attitude towards websites. The study provides a theoretical framework of intrusiveness in online advertising environment as well as indicates affecting factors and consequences. Not only do the outcomes contribute managerial implications in increasing the turnover to site owners but these findings also provide support for professional marketers in digital advertising strategy.