| Budget Amount *help |
¥4,420,000 (Direct Cost: ¥3,400,000、Indirect Cost: ¥1,020,000)
Fiscal Year 2019: ¥1,690,000 (Direct Cost: ¥1,300,000、Indirect Cost: ¥390,000)
Fiscal Year 2018: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
Fiscal Year 2017: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000)
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| Outline of Final Research Achievements |
Based on Psychological Reactance framework, the current study explored consumers’ privacy concerns and responses to personalized advertising on social media through personal interviews, an online survey and an experiment. The findings indicated that as consumers age, their online privacy concerns become intensified. Also, privacy concerns mediated the relationship between consumers’ personal information control and ad avoidance as well as perceived ad intrusiveness. Additionally, the degree of personal information used in ads and social media platform types had an interaction effect on advertising evaluations. The results have been presented at international conferences, and several manuscripts are under review for publication in international journals.
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