The role of privacy concern in the avoidance of online behavioural advertising: A study within the framework of the protection motivation theory

The purpose of this study is to identify the factors that are effective in the avoidance of online behavioural advertising in the context of consumer privacy motivation. In line with this purpose, three main constructs, namely consumers' threat and coping appraisals, perceptions of privacy concern and control, and intentions to avoid online behavioural advertising, were created in the context of protection motivation theory. The study proposes a conceptual model that identifies the direct and indirect relationships between these main constructs. The structural equation modelling (SEM) analysis method was used to test the hypotheses of the study with the proposed model. As a result of SEM analysis, the proposed model showed good fit with the sample. According to the results, privacy concerns mediated the effect of perceived vulnerability and perceived severity on ad avoidance, but did not mediate the effect of perceived benefit. It was concluded that privacy control mediates the effects of self-efficacy and response efficacy variables on ad avoidance, but not response cost. Keywords: Online Behavioural Advertising, Privacy Concern, Privacy Control, Advertising Avoidance