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IS Research Seminar:陈琦


 
IS Research Seminar :  Understanding consumers’ reactance of online personalized advertising: A new scheme of rational choice from a perspective of negative effects
 
 
报告人:陈琦
时  间:2018年10月10日9:00
地  点:劝学楼 425
 
【报告人简介】
     陈琦博士现就读于哈尔滨工业大学经济与管理学院管理科学与工程专业,博士就读期间曾在加拿大麦克马斯特大学DeGroote商学院访问学习。研究领域包括企业战略、文本挖掘与分析和用户行为决策等。其相关研究成果发表在International Journal of Information Management, 《管理评论》、HICSS、PACIS等国内外重要期刊和会议等。
 
【Abstract】
This study uncovers consumer reactance of online personalized advertising. We identify the rational choice factors rooted in the rational choice theory from a negative-effect perspective and examine their impacts on consumer reactance with consideration of affective factors. Our results confirm that three rational choice factors from a negative-effect perspective have significant impacts on consumer reactance, and affective factors such as ownership and vulnerability are dominant determinants of these rational choice factors. The effects of these affective factors on consumer reactance can be mediated by individual rational choice factors. The findings provide a new perspective on the paradox phenomenon and offer online personalized advertising providers new approaches to improving their performance.