Consumer reactions to online behavioural tracking and targeting
Tóm tắt
This study measures three aspects of consumer reactions to online behavioural tracking and targeting: (1) What consumers know or believe about online behavioural tracking and targeting and the practices associated with it, (2) the nature of their opinions or evaluations regarding these strategies, and (3) the consumers’ online shopping actions or behaviour in view of what they believe and how they feel about online tracking and targeting. The findings indicate a higher level of awareness of tracking and targeting than the existing literature suggests. Reactions to it are largely negative, although not strident. Dislike of tracking and targeting does not appear to have greatly inhibited online browsing or shopping activities.
Tài liệu tham khảo
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