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Paper Type
ERF
Abstract
In response to increasing privacy concerns, Digital Advertising Alliance (DAA) launched a self-regulatory program, AdChoices, in an attempt to provide transparency and control to consumers to protect their privacy rights. However, the AdChoices campaign has been ineffective and misunderstood by consumers since it was launched in 2011. To address this shortcoming, we seek to identify influential factors for improving consumer’s intention to use and actual use of AdChoices. A research model is proposed based on the design principles of Persuasive Technology and the Unified Theory of Acceptance and Use of Technology (UTAUT) model to evaluate the effectiveness of these design factors.
Recommended Citation
Chen, Lijun and Chen, Andrew, "Persuasive Technology Designs for Affecting Usage Intention and Behavior of AdChoices" (2020). AMCIS 2020 Proceedings. 17.
https://aisel.aisnet.org/amcis2020/info_security_privacy/info_security_privacy/17
Persuasive Technology Designs for Affecting Usage Intention and Behavior of AdChoices
In response to increasing privacy concerns, Digital Advertising Alliance (DAA) launched a self-regulatory program, AdChoices, in an attempt to provide transparency and control to consumers to protect their privacy rights. However, the AdChoices campaign has been ineffective and misunderstood by consumers since it was launched in 2011. To address this shortcoming, we seek to identify influential factors for improving consumer’s intention to use and actual use of AdChoices. A research model is proposed based on the design principles of Persuasive Technology and the Unified Theory of Acceptance and Use of Technology (UTAUT) model to evaluate the effectiveness of these design factors.
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