Conference Universitas Siliwangi
International Seminar and Conference on Management, Research, and Transformation (I-SMART)

Online Behavioral Advertising Transfarency and Consumer Purchase Intention: The Mediating Role of Perceived Personalization and Usefulness

Date Published : 10 September 2026

Contributors

uzi

University of Siliwangi
Corresponding Author

Keywords

Online Behavioral Advertising transferancy Perceived Personalization Perceived Usefulness Purchase Intention

Proceeding

Vol. 1 (2025): International Seminar and Conference on Management, Research, and Transformation (I-SMART 1.0)

Track

General Track

License

Copyright (c) 2026 International Seminar and Conference on Management, Research, and Transformation (I-SMART)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

The growth of the online advertising industry in Indonesia has pushed the marketing world towards a more personalized and data-centric approach. A common example is Online Behavioral Advertising (OBA) transferancy, which targets ads based on users' online behavior information. We empirically investigate how OBA transferancyinfluences perceived personalization in this study based on previous literature, and also aim to explore how perceived usefulness mediates the relationship between personalization and purchase intention. A quantitative study was adopted using an online survey, consisting of 200 e-commerce users who had previously encountered online advertising. The collected data were analyzed using Covariance-Based Structural Equation Modeling CB-SEM to test the proposed hypotheses. The model results are anticipated to clarify that OBA transferancypositively impacts perceived personalization, leading to increased perceived usefulness and increased consumer purchase intention.Theoretically, this study contributes to broadening the understanding of consumer perception mechanisms in personalized advertising, particularly within the framework of Uses and Gratifications Theory. Practically, this study provides insights for marketers to design effective OBA transferancystrategies that balance personalization and perceived value to increase consumer engagement and purchase intention. Practically,this study provides actionable insight for marketers to design more effective OBA transferancy strategies by balancing perceived personalization and perceived usefulness, enabling brand to build more meaningfulad ad experience, enhance consumer engagement, and ultimately increase purchase intention

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How to Cite

Online Behavioral Advertising Transfarency and Consumer Purchase Intention: The Mediating Role of Perceived Personalization and Usefulness (F. M. Abror, Trans.). (2026). International Seminar and Conference on Management, Research, and Transformation (I-SMART), 1, 602-612. https://conference.unsil.ac.id/ismart/paper/view/131