| Abstract [eng] |
IMPACT OF PERSONALIZED ADVERTISING ON INTENTION TO PURCHASE GOODS IN ONLINE STORES Karolina Bardauskaitė Master thesis Marketing and Integrated Communication Master Programme Faculty of Economics and Business Administration, Vilnius University Supervisor Evelina Blažinauskytė, Vilnius, 2022 SUMMARY 63 pages, 7 charts, 16 tables, 1 figure, 116 references The main purpose of this master thesis is to examine the impact of personalized advertisements on consumers’ intention to purchase goods in online stores as well as to analyze how perceived characteristics of personalized advertisements and consumers’ perceptions differ according to whether an individual perceives the advertisement as highly personalized them or less personalized. The master thesis consists of four main parts: the literature analysis, methodology of the research, the research and its results, conclusions and recommendations. Literature analysis reviews the definition of personalized advertising, its significance, advantages for consumers and businesses as well as discusses important characteristics that impact consumers’ perceptions towards personalized advertising. Empirical research helped to identify the impact of four characteristics of personalized advertising (intrusiveness, credibility, informativeness and entertainment) on four consumer perceptions (privacy concerns, perceived usefulness, perceived relevance and perceived enjoyment), and, subsequently, the impact of consumer perceptions on attitude towards the advertisement and online purchase intention. Additionally, the differences of means of advertisement characteristics, consumer perceptions as well as attitudes and online purchase intention were measured between individuals, who perceive the advertisement as highly personalized and those, who perceive the advertisement as less personalized. The performed research revealed that personalized advertising is favored by the consumers, who perceive the advertisement as highly personalized. Moreover, the mean of negative characteristic and perception was lower among these individuals. Furthermore, it was found that the impact of informativeness and entertainment of personalized advertising on consumer response is stronger, when perceived personalization is high. In particular, it was found that the higher the perceived personalization, the stronger the impact of informativeness on perceived usefulness, the stronger the impact of informativeness on perceived relevance as well as the impact of entertainment on perceived enjoyment. The conclusions and recommendations summarize the results of the performed research. The obtained results of the research could be used as guidelines for the companies that utilize personalized advertising and help them to take the best advantage of it. |
