Empowering users to control ads and its effects on website stickiness

Abstract Website providers find it increasingly difficult to convince users accept advertisements (ads) on their websites. In this study, we investigate ad quantity customization (AQC) as a practice counter these challenges. AQC refers the technological means through which website enable determine amount of ads displayed Drawing psychological empowerment theory, demonstrate in an online experiment with 395 participants that can pay off: A elicits significantly higher stickiness than without AQC, even if contains no at all. We furthermore perceived empowerment, informational fit-to-task and enjoyment mediate effect stickiness. Our study thus contributes Information Systems research web offers actionable recommendations keep involved, interested retained.