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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
  • Abbr : IPR
  • 2024, 9(3), pp.13-25
  • DOI : 10.21186/IPR.2024.9.3.013
  • Publisher : Industrial Promotion Institute
  • Research Area : Interdisciplinary Studies > Interdisciplinary Research
  • Received : May 2, 2024
  • Accepted : June 24, 2024
  • Published : July 31, 2024

Ik-Su Kim 1 Su-Yeon Son 2 Byung-Hwan Hyun 3

1한국기술혁신마케팅개발원
2한밭대학교
3대전대학교

Accredited

ABSTRACT

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.

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