Werner, Dominick ; Adam, Martin ; Benlian, Alexander (2025)
Empowering users to control ads and its effects on website stickiness.
In: Electronic Markets : The International Journal on Networked Business, 2022, 32 (3)
doi: 10.26083/tuprints-00028478
Article, Secondary publication, Publisher's Version
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| Item Type: | Article |
|---|---|
| Type of entry: | Secondary publication |
| Title: | Empowering users to control ads and its effects on website stickiness |
| Language: | English |
| Date: | 17 January 2025 |
| Place of Publication: | Darmstadt |
| Year of primary publication: | September 2022 |
| Place of primary publication: | Berlin ; Heidelberg |
| Publisher: | Springer |
| Journal or Publication Title: | Electronic Markets : The International Journal on Networked Business |
| Volume of the journal: | 32 |
| Issue Number: | 3 |
| DOI: | 10.26083/tuprints-00028478 |
| Corresponding Links: | |
| Origin: | Secondary publication DeepGreen |
| Abstract: | Website providers find it increasingly difficult to convince users to accept advertisements (ads) on their websites. In this study, we investigate ad quantity customization (AQC) as a practice to counter these challenges. AQC refers to the technological means through which website providers enable users to determine the amount of ads displayed on their websites. Drawing on psychological empowerment theory, we demonstrate in an online experiment with 395 participants that AQC can pay off: A website with AQC elicits significantly higher website stickiness than a website without AQC, even if the website without AQC contains no ads at all. We furthermore find that perceived empowerment, informational fit-to-task and perceived enjoyment mediate the effect of AQC on website stickiness. Our study thus contributes to Information Systems research on web customization and offers website providers actionable recommendations to keep their users involved, interested and retained. |
| Uncontrolled Keywords: | Empowerment, Active control, Advertisements, Stickiness |
| Status: | Publisher's Version |
| URN: | urn:nbn:de:tuda-tuprints-284782 |
| Additional Information: | JEL classifcation: D91 · M37 · C91 |
| Classification DDC: | 000 Generalities, computers, information > 004 Computer science 300 Social sciences > 330 Economics |
| Divisions: | 01 Department of Law and Economics > Betriebswirtschaftliche Fachgebiete > Chair of Information Systems > Research group Information Systems & Electronic Services |
| Date Deposited: | 17 Jan 2025 10:09 |
| Last Modified: | 17 Jan 2025 10:09 |
| SWORD Depositor: | Deep Green |
| URI: | https://tuprints.ulb.tu-darmstadt.de/id/eprint/28478 |
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