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Exploring determinants of consumers' attitudes toward real-time bidding (RTB) advertising

机译：探索消费者对实时招标（RTB）广告的态度的决定因素

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Purpose Since its inception in 2009, the growth of real-time bidding (RTB) advertising has been dramatic. Yet, there is a dearth of research in the information system (IS) literature despite the potential for negative e-commerce outcomes. The purpose of this paper is to identify salient antecedents of users' attitude toward RTB advertisements. Design/methodology/approach A research model was constructed and tested with data from 437 respondents. SmartPLS 3.0, a partial least square (PLS) structural equation modeling (SEM) tool, was used to evaluate the research model and test the hypotheses. Findings The findings indicate that user attitude is determined by opposing influences from the cognitive and affective attributes of an RTB advertisement. A surprise is found to elicit greater perception of advertisement personalization, timeliness and relevance, as well as privacy and intrusiveness concerns. While RTB advertisement relevance appears to lessen the effect of advertisement intrusiveness, privacy concern is exacerbated when the advertisement is more personalized. The authors discuss the implications of this study for click-through intentions and e-commerce. Originality/value At this point in the evolution of RTB advertising, the findings indicate that the surprise generated by the appearance of an RTB advertisement is not currently a "bad" surprise. In addition, the formation of positive user attitude toward RTB is complex because cognitive factors interact with users' concerns to strengthen or weaken the negative effects. The authors also demonstrate that attitude and stimulus-organism-response (S-O-R) theories are useful theoretical bases for the development of causal models to predict RTB attitude and click-through intentions.
机译：目的自2009年成立以来，实时招标（RTB）广告的增长一直是戏剧性的。然而，尽管有潜力的电子商务成果可能存在潜力，但信息系统中有一种缺乏的研究。本文的目的是识别用户对RTB广告的态度的突出的前提。设计/方法/方法通过437名受访者的数据构建和测试研究模型。 SmartPLS 3.0，部分最小二乘（PLS）结构方程建模（SEM）工具用于评估研究模型并测试假设。结果表明，调查结果表明，通过反对来自RTB广告的认知和情感属性的反对影响来确定用户姿态。发现令人惊讶的是，引出对广告个性化，及时和相关性的更大看法，以及隐私和侵入性问题。虽然RTB广告相关性似乎减少了广告侵入性的影响，但当广告更加个性化时，隐私问题会加剧。作者讨论了这项研究对点击意图和电子商务的影响。原创性/值在RTB广告的演变中，调查结果表明，通过RTB广告的外观产生的惊喜目前不是“坏”的惊喜。此外，对RTB的积极用户态度的形成是复杂的，因为认知因素与用户的疑虑相互作用，以加强或削弱负面影响。作者还表明，态度和刺激 - 生物 - 反应（S-O-R）理论是用于开发因果模型的有用的理论基础，以预测RTB态度和点击意图。

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