The effect of emotional factors on customers’ behavioral responses to personalized Internet advertising by Mediating role of rational choice theory components

The pattern of choice,the type of reaction that a person shows in each position depends ondifferent situational,non-situational factors. Understanding the impact of these factors on thebehavioral reaction of consumers is an important,essential issue in the field of marketing. Inaddition,the lack of proper use of Hacoupian Company in personalised advertising shows theweaknesses in advertising discussions,non-use of the components that have been deal with inthis research,such as non-personal costs,ownership,vulnerability,the importance of privacy.Therefore,the present study aimed to determine the impact of emotional factors on the clients'behavioral responses to personalized Internet advertising with mediating role of scheme ofrational choice. Therefore,the statistical population of the present study is all Internet customersof Hacoupian brand in Tehran,which is a sampling method in this study,sampling was madeavailable with the sample size of 384 people based on Cochran formula. To measure the validityof the expert form,calculating the CVI,CVR indexes,the reliability was assessed usingthe measurement criteria,which included construct validity,convergent validity,divergentvalidity,hybrid reliability,Cronbach's alpha,and reliability of the index,was calculated withsmart pls software. The results showed that the instruments used are validity,reliability isnecessary. Final results suggest that rational choice theory alters customer beliefs in personalizedadvertising,helps to create a specific behavior. Therefore,considering the importance ofprivacy,the perceived impersonal cost makes the customer feel safe,trust thepersonalized advertising of Hacoupian. Because if the customer feels satisfied,secure inpersonalized advertising,he can buy the product with full confidence. Therefore,he must makesure that Hakopian is harmed without the support of personalized advertisements,and this viewmakes him pay attention to the company's personalized advertisements.