@article{ART003106237},
author={Ik-Su Kim and Su-Yeon Son and Byung-Hwan Hyun},
title={The impact of privacy concerns on MZ generation's purchase intention: Mediating effects of advertising irritation and ad avoidance and moderating effects of brand loyalty},
journal={Industry Promotion Research},
issn={2466-1139},
year={2024},
volume={9},
number={3},
pages={13-25},
doi={10.21186/IPR.2024.9.3.013}
TY - JOUR
AU - Ik-Su Kim
AU - Su-Yeon Son
AU - Byung-Hwan Hyun
TI - The impact of privacy concerns on MZ generation's purchase intention: Mediating effects of advertising irritation and ad avoidance and moderating effects of brand loyalty
JO - Industry Promotion Research
PY - 2024
VL - 9
IS - 3
PB - Industrial Promotion Institute
SP - 13
EP - 25
SN - 2466-1139
AB - This study investigated the effects of negative emotions like Personal Information Concern and Ad Irritation, arising from the growth of Personalized Advertising, on Purchase Intention. It revealed that while Personal Information Concern significantly impacts Ad Irritation and Brand Avoidance, it doesn't affect Ad Avoidance. Ad Irritation influences Ad Avoidance but not Brand Avoidance or Purchase Intention. Both Ad Avoidance and Brand Avoidance negatively impact Purchase Intention. The study also found that Ad Irritation mediates the relationship between Personal Information Concern and Ad Avoidance, but not between Personal Information Concern and Brand Avoidance. Furthermore, Ad Avoidance mediates between Ad Irritation and Purchase Intention, unlike Brand Avoidance. These outcomes highlight the need for further research, particularly considering the MZ Generation's traits.
KW - Personalized Advertising;Personal Information Concern;AD Irritation;Ad Avoidance;Brand Avoidance;Purchase Intention;Brand Loyalty
DO - 10.21186/IPR.2024.9.3.013
ER -
Ik-Su Kim, Su-Yeon Son and Byung-Hwan Hyun. (2024). The impact of privacy concerns on MZ generation's purchase intention: Mediating effects of advertising irritation and ad avoidance and moderating effects of brand loyalty. Industry Promotion Research, 9(3), 13-25.
Ik-Su Kim, Su-Yeon Son and Byung-Hwan Hyun. 2024, "The impact of privacy concerns on MZ generation's purchase intention: Mediating effects of advertising irritation and ad avoidance and moderating effects of brand loyalty", Industry Promotion Research, vol.9, no.3 pp.13-25. Available from: doi:10.21186/IPR.2024.9.3.013
Ik-Su Kim, Su-Yeon Son, Byung-Hwan Hyun "The impact of privacy concerns on MZ generation's purchase intention: Mediating effects of advertising irritation and ad avoidance and moderating effects of brand loyalty" Industry Promotion Research 9.3 pp.13-25 (2024) : 13.
Ik-Su Kim, Su-Yeon Son, Byung-Hwan Hyun. The impact of privacy concerns on MZ generation's purchase intention: Mediating effects of advertising irritation and ad avoidance and moderating effects of brand loyalty. 2024; 9(3), 13-25. Available from: doi:10.21186/IPR.2024.9.3.013
Ik-Su Kim, Su-Yeon Son and Byung-Hwan Hyun. "The impact of privacy concerns on MZ generation's purchase intention: Mediating effects of advertising irritation and ad avoidance and moderating effects of brand loyalty" Industry Promotion Research 9, no.3 (2024) : 13-25.doi: 10.21186/IPR.2024.9.3.013
Ik-Su Kim; Su-Yeon Son; Byung-Hwan Hyun. The impact of privacy concerns on MZ generation's purchase intention: Mediating effects of advertising irritation and ad avoidance and moderating effects of brand loyalty. Industry Promotion Research, 9(3), 13-25. doi: 10.21186/IPR.2024.9.3.013
Ik-Su Kim; Su-Yeon Son; Byung-Hwan Hyun. The impact of privacy concerns on MZ generation's purchase intention: Mediating effects of advertising irritation and ad avoidance and moderating effects of brand loyalty. Industry Promotion Research. 2024; 9(3) 13-25. doi: 10.21186/IPR.2024.9.3.013
Ik-Su Kim, Su-Yeon Son, Byung-Hwan Hyun. The impact of privacy concerns on MZ generation's purchase intention: Mediating effects of advertising irritation and ad avoidance and moderating effects of brand loyalty. 2024; 9(3), 13-25. Available from: doi:10.21186/IPR.2024.9.3.013
Ik-Su Kim, Su-Yeon Son and Byung-Hwan Hyun. "The impact of privacy concerns on MZ generation's purchase intention: Mediating effects of advertising irritation and ad avoidance and moderating effects of brand loyalty" Industry Promotion Research 9, no.3 (2024) : 13-25.doi: 10.21186/IPR.2024.9.3.013
