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