Variables | Questions | Factor Loading | Cronbach’s α, AVE, CR |
Advertising Avoidance | I deliberately ignore online behavioral ads when I’m surfing on the Internet | 0.864 | Cronbach’s α = 0.961 AVE = 0.601 CR = 0.931 |
I deliberately ignore online behavioral ads when I’m browsing on the shopping sites | 0.792 | ||
I deliberately ignore online behavioral ads when I open my mailbox | 0.776 | ||
Online behavioral ads are annoyed | 0.792 | ||
Online behavioral ads make me feel disturbed | 0.779 | ||
Online behavioral ads are unappealing | 0.804 | ||
If online behavioral ads pop out, I will close them | 0.698 | ||
I'll take some measures (such as setting the browser) to avoid online behavioral ads | 0.758 | ||
I will remove/unsubscribe online behavioral ads | 0.700 | ||
Goal Impediment | These ads increases the obstacle during search | 0.851 | Cronbach’s α = 0.909 AVE = 0.722 CR = 0.886 |
These ads distracts my attention | 0.871 | ||
These ads interrupt me to finish my task | 0.827 | ||
Perceived Personalization | These ads provide the information I need | 0.730 | Cronbach’s α = 0.886 AVE = 0.568 CR = 0.840 |
These ads make purchase recommendations match my needs | 0.768 | ||
These ads enables me to order products I need more easily | 0.766 | ||
These ads make me feel that I am an unique customer | 0.749 | ||
Privacy Concern | I feel uncomfortable when information is shared without permission | 0.785 | Cronbach’s α = 0.934 AVE = 0.571 CR = 0.889 |
I feel that my privacy is invaded if I can’t control my personal information | 0.738 | ||
It is important for me to know how my personal information is used | 0.790 | ||
Online behavioral ads’ privacy policies should have a clear explanation | 0.766 | ||
I’m worried that my record of network activity will be abused | 0.722 | ||
When the online behavioral ads need my personal information, I usually will think about for a while | 0.733 | ||
Negative Experience | Online behavioral ads are lack of attraction | 0.835 | Cronbach’s α = 0.933 AVE = 0.700 CR = 0.9032 |
Online behavioral ads are lack of usefulness | 0.805 | ||
Online behavioral ads are lack of specificity | 0.849 | ||
Online behavioral ads are lack of incentives | 0.857 |