The influence of online behavioral advertising on customers' purchase intention - A study of Vietnamese e-commerce platform in Ho Chi Minh city
Abstract
The role of online behavioral advertising in increasingly becoming more essential for brands and advertisers since the benefits it bring up for them is being more remarkable. However, little is known about the impact of online behavioral advertising in e-commerce context, whereas this industry has been growing significantly thanks to the unstoppable development of technology and rising demand for retail products. This research quantitatively investigates the influence of four types of online behavioral advertising (targeting and personalization, retargeting, advertising frequency, privacy concern) in the context of Vietnamese e-commerce platform in Ho Chi Minh City. The findings demonstrate that customers’ purchase intention is directly affected by four abovementioned types of online behavioral advertising. The study’s findings can help brands and advertisers in e-commerce industry to apply which effective factors within online behavioral advertising that convert to the most customers’ purchase intention, then apply it for brands’ strategic planning and implementation.
Keywords: online behavioral advertising, targeting and personalization, retargeting, advertising frequency, privacy concern, customer purchase intention