چکیده (انگلیسی):

Internet advertising has become increasingly personalized as advertisers tailor content to individual users. However, this has led consumers to be concerned about their privacy. Based on rational choice theory and self-awareness theory, the current research explores the role of relevance in personalized advertisements and examines its impact on perceptions of privacy invasion, self-awareness, and subsequent continuous use intentions of personalized advertising. Analysis of survey data from 386 online users found that although privacy invasion perceptions are negatively related to continuous use intentions, perceived advertisement relevance mitigates consumer's privacy concerns. Perceived relevance was also found to be positively related to consumer's continuous use intentions through the mediation of self-awareness. This research identifies and highlights the importance of relevance in the tension between privacy concerns and personalized advertisements.