Table 2

Scale summary

Scale itemsN° itemsCronbach's alphaCrAVE
OBA acceptance (adapted from McDonald and Cranor, 2010; Turow et al., 2009)20.7240.8790.784

  1. I prefer advertisements that reflect my interests

  2. For me it's ok to see personalized advertisements based on my online browsing history

    
 
OBA avoidance (adapted from Cho and Cheon, 2004; Speck and Elliott, 1997)60.8260.8670.528

  1. Intentionally, I ignore any customized advertisement

  2. I hate any customized advertisement

  3. It would be better if there were no customized advertisements

  4. I tried to set an “ad blocker” (program that blocks the display of advertisements on the web) to avoid customized advertisements

  5. I looked for help in order to prevent and avoid receiving customized advertisements

  6. I usually exit the web page I'm visiting not to see personalized advertisements

    
 
Behavioral intention (adapted from Taylor et al., 2011)30.9400.9610.893

  1. I will use customized ads to shop whenever I have the option

  2. I want to use customized ads to shop, right after I see them

  3. I expect to use customized ads to buy products right after viewing them

    
 
OBA credibility (adapted Tsang et al., 2004)30.8280.8970.744

  1. I consider customized ads as a shopping benchmark

  2. I trust customized ads

  3. Content provided by customized ads is credible

    
 
Privacy concerns (adapted from Bleier and Eisenbeiss, 2015a; Dinev and Hart, 2006)50.9560.9660.850

  1. It bothers me that companies are able to track information about my online activity

  2. I worry that companies have so much information about me

  3. It bothers me that companies are able to access information about me

  4. I'm worried that my information can be used in ways that I cannot predict

  5. I worry what others might do with the history of my online activity

    
 
OBA relevance (adapted from Laczniak and Muehling, 1993)80.9320.9460.693

  1. I feel that customized ads have value to me

  2. I feel that customized ads are relevant to my needs

  3. I think customized ads were created just for me

  4. I think it's worth paying attention to customized ads

  5. I think customized ads deserve to be remembered

  6. I think customized ads are useful for me

  7. I think customized ads are interesting

  8. I think customized ads will probably give me new ideas

    
 
OBA perceived usefulness (adapted from Tam and Ho, 2006)40.9650.9750.906

  1. Customized ads help me achieve my purchase goals faster

  2. Customized ads improve my shopping expedition

  3. Customized ads increase the effectiveness of my shopping expedition

  4. Customized ads make it easier to achieve my purchases goals

    
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