The Impact of Consumer Perceptions of Personalised Advertising on Purchase Intention

Abstract

This thesis examines how consumers' perceptions of personalised advertising influence their online purchase intentions. Previous research shows that personalised advertising increases customers' willingness to share information and make purchases. However, other studies highlight privacy concerns and their negative impact on consumer behaviour. By conducting an anonymous online survey, the study examines the relationship between perceived personalisation and purchase intention, testing for the mediating role of disposition to value privacy, invasiveness, perceived usefulness and consumer innovativeness. The results show that while personalised advertising can significantly increase purchase intention, perceived usefulness and consumer innovativeness also play a role. The study contributes to the existing literature by providing insights into the mechanisms by which personalised advertising influences consumer behaviour and offers practical implications for improving the effectiveness of personalisation strategies. Future research directions include exploring the long-term effects of personalised advertising and further investigating privacy related concerns.