UNDERSTANDING THE WEBSITE USER ATTITUDE TOWARD PERSONALIZATION: THE MODERATING EFFECTS OF RELATIONAL EFFICACY
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Nomin Tsembel1*
Davaasuren Batsukh2
1Lecturer of Mandakh University, Mongolia
2PhD, Head of Marketing Department, National University of Mongolia

Abstract

Personalized online advertising is an emerging trend and drawing much attentions from both practitioners and academics in muldisciplinary areas including marketing, information technology, psychology, legal, and mathematics in recent years. However due to its implicit data collection method, it may arouse user^s negative feeling, thus may lead to the fact that website user will no longer visit the website. Therefore, understanding website user attitude toward the host website, which actually collects the user information without permission and leverage the information for the future marketing campaigns, is vital for the academics and website owners. This study aims to explore the attitude toward host website using technology acceptance model and hypothesize that self-efficacy and other-efficacy can be the suppressors of negative effects of personalization. The questionnaire design was prepared based on the previous literature and Multigroup Structural Equation Modeling method was employed to test the hypotheses. and The findings reveal that self-efficacy suppress the negative effects significantly, while other efficacy cannot reduce the negative effects. Thus, we suggest that more studies on the possible moderating effects needed to be done in the future studies.

Keywords: Personalized online advertising, relational efficacy, technology acceptance model

Topic: Marketing management