Consumer Perceived Risks

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Table of contents

1 Introduction
1.1 Background
1.2 Problem Discussion
1.3 Purpose
1.4 Research Questions
2 Theoretical Chapter
2.1 Online Personalized Advertisements
2.1.1 Consumer Perceived Benefits
2.1.2 Consumer Perceived Risks
3 Methodology
3.1 Deductive Research Approach
3.2 Qualitative Research Method
3.3 Exploratory Research Design
3.4 Data Collection Method: Focus Groups
3.4.1 Operationalization
3.4.2 Interview guide
3.5 Sampling
3.6 Ethical Considerations
3.7 Method of Analysis
3.8 Quality Criteria
3.8.1 Trustworthiness
3.9 Methodological Summary
4 Empirical Material
4.1 Consumer Perceived Benefits
4.2 Consumer Perceived Risks
5 Analysis
5.1 Consumer Perceived Benefits
5.2 Consumer Perceived Risks
6 Conclusion
7 Implications
7.1 Practical Implications
7.2 Theoretical Implications
7.3 Future Research
References
Appendices
Appendix A