PACIS 2019 Proceedings


Retailers often use online advertising to market their products and services. However, consumers tend to consider these advertisings as uncomfortable or irritated interruptions that distract their attention from goal-oriented activities. To increase the effectiveness of online advertising, this paper investigates the impacts of personalization on consumers’ attentional engagement and responses by using eyetracking technology. The results show that compared with non-personalized online advertising, personalized online advertising has a significantly positive impact on attention (i.e., number of fixations and fixation duration) and enhanced attentional engagement lead to higher visiting intention to the advertised merchant. Our study provides an insightful view by focusing on attentional engagement in online advertising research and offers suggestions for online retailers and advertisers.