Personalization as a Factor of Influence on User’s Perception of Internet Advertising

The thesis is devoted to the factors influencing the perception of the personalized Internet advertising. The issue of the study concerns a contradiction in the scientific community, where some scientists confirm the effectiveness of the personalized advertising, while others refute it. The theoretical part deals with the concepts of personalization, personalization effect. The main theoretical models related to the aspects of the creation of personalization, the issues of data confidentiality are also disclosed. The empirical part details the procedures for creating and configuring the Internet resource on which the experiment took place. Also, the details associated with the mechanics of recruitment and data collection into a single base are disclosed. At the end of the chapter the following analysis of the data obtained during the experiment is presented: dispersion analysis and regression modeling. As a result, regression modeling revealed the key combinations of factors influencing the perception of personalized advertising. These factors include the level of personalization, the degree of the product involvement and the duration of the focus on the advertising banner.