[논문]온라인 맞춤형 광고 효과에 미치는 요인들 연구

엄남현; 김소정

doi:10.5392/jkca.2019.19.12.376

[국내논문] 온라인 맞춤형 광고 효과에 미치는 요인들 연구
Study on Factors Affecting Effects of Online Behavioral Advertising 원문보기

한국콘텐츠학회논문지 = The Journal of the Korea Contents Association, v.19 no.12, 2019년, pp.376 - 388

엄남현 (홍익대학교 광고홍보학부) , 김소정 (경북대학교 신문방송학과)

초록
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최근 온라인 마케팅에서 가장 중요한 분야로 온라인 맞춤형 광고가 떠오르고 있다. 온라인 맞춤형 광고는 개인정보 수집 및 동의, 소비자의 인지된 개인화 및 소비자의 온라인 사생활 침해 걱정 등과 같은 이슈들을 만들었다. 본 연구는 이러한 세 가지 이슈들이 온라인 맞춤형 광고에 미치는 영향들이 무엇인지를 알아보고자 한다. 연구결과, 정보 수집과 사용동의 구분은 온라인 맞춤형 광고 평가에 주요한 역할을 하고 있다는 것이 밝혀졌다. 개인정보 수집에서 향후 온라인 맞춤형 광고 노출 시 리워드를 받을 수 있을 거라고 고지된 사람들은 그렇지 않은 사람들보다 브랜드 태도가 더 긍정적이었다. 광고 메시지의 인지된 개인화 정도는 온라인 맞춤형 광고 태도 및 브랜드 태도에 영향을 미치는 것으로 나타났다. 마지막으로, 온라인 사생활 침해 걱정 역시 온라인 맞춤형 광고 태도 및 브랜드 태도에 영향을 미치는 것으로 나타났다. 이론적 및 실무적 시사점은 토의에서 더 자세히 살펴보았다.

Abstract ▼ AI-Helper

One important online marketing practice to emerge in recent years is online behavioral advertising. Online behavioral advertising entails a range of issues, including the following: personal information collection and usage agreements (three conditions: no agreement, agreement, or agreement with a reward), consumers' levels of perceived personalization (low vs. high), and consumers' level of online privacy concerns (low vs. high). The effects of all these is what this study is designed to examine, as it evaluates online behavioral advertising. Study findings suggest that types of information collection and usage agreement play a pivotal role in the evaluation of online behavioral ads. Individuals who provided the informed consent form with the possible reward had a more favorable attitude toward the brand than individuals who provided the informed consent form without a possible reward. In terms of personalization, the level of perceived personalization of the advertising message impacted consumers' attitudes toward the online behavioral ad and toward the brand. Finally, online privacy concerns appear to impact consumers' attitudes toward the online behavioral ad and toward the brand. Theoretical and practical implications are also discussed.

주제어

표/그림 (5)

그림 Figure 1. Research Model
표 Table 1. No. of Items, Means, SD, and Correlations
표 Table 2. MANOVA Results
표 Table 3. Tests of Between-Subject Results
표 Table 4. Bonferroni Post-Hoc Test

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문제 정의

This study found that consumers’ attitudes toward both a brand and its online behavioral ad were impacted by the degree to which they perceived the ad to be personalized for them.
Thus, industries set up self-regulatory programs to protect consumer privacy and describe how to inform consumers about data collection and usage[4]. This study investigates a strategy on how marketers can enhance the effectiveness of online behavioral advertising when targeting consumers by varying methods of personal information collection and usage agreement. It examines attributes of online behavioral advertising such as personalization and privacy concerns.
A negative is that viewers may feel that their privacy has been breached. This study makes contributions by enhancing our understanding of the role of personal information collection and usage agreement in the context of online behavioral advertising. And effects of personalization and privacy concerns will also broaden our knowledge on the nature of online behavioral advertising.

가설 설정

H1 proposes that consumers’ attitudes toward an online behavioral ad and a brand are influenced by types of information collection and usage agreement.
H2 and H3 investigate the differential effects of type of information collection and usage agreement among subjects. H2 posits that individuals who provide firms with information collection usage and usage agreement will have more favorable attitudes toward an online behavioral ad as well as toward the brand than those who do not. H3 posits that among individuals who provide firms with information collection usage, those who are to receive a reward for being exposed to online behavioral ad will have more favorable attitudes toward the ad and toward the brand than those who are not to receive one.
H2 posits that individuals who provide firms with information collection usage and usage agreement will have more favorable attitudes toward an online behavioral ad as well as toward the brand than those who do not. H3 posits that among individuals who provide firms with information collection usage, those who are to receive a reward for being exposed to online behavioral ad will have more favorable attitudes toward the ad and toward the brand than those who are not to receive one.
H4 posits that how much consumers perceive an ad being personalized to them will impact their attitudes toward the ad and the brand. As seen in [Table 1], results show that the Wilks’ lambda was significant for perceived level of personalization (F = 3.
H6 predicts that the degree to which consumers are concerned with their online privacy will impact their attitudes toward an ad and brand. As [Table 2] illustrates, results show that the Wilks’ lambda was significant for the level of online privacy concerns (F = 5.
H7: Individuals with a low level of online privacy concerns will have more favorable attitudes toward the a) ad and b) the brand than will those with a high level of online privacy concerns.
H5: Individuals with high level of perceived personalization of the advertising message will have more favorable attitudes toward a) the ad and b) the brand than will those with low level of perceived personalization of the advertising message.
H1: Types of information collection and usage agreement will have impacts on consumers’ attitude toward a) the online behavioral ad and b) the brand.

제안 방법

Thus, H6 was supported in this study. As the level of online privacy concerns was a significant factor, further analyses were conducted to examine its effects on attitude toward the ad and brand.
Thus, H4 was supported in this study. Since perceived level of personalization was a significant factor, further analyses were conducted to examine its effects on attitude toward the ad and brand.

대상 데이터

A total of 285 subjects (university students) participated in this study in return for course credits. College students were deemed appropriate for this study, as in Korea people in their 20s are known to be the heaviest online users (Ministry of Sciences & ICT, 2018).
College students were deemed appropriate for this study, as in Korea people in their 20s are known to be the heaviest online users (Ministry of Sciences & ICT, 2018). After removing subjects who failed to complete the survey, a total of 253 remained for further analysis. Among these, 87 (34.
28). Hence, H7a and H7b were supported in this study.

성능/효과

The three factors included type of personal information collection and usage agreement (no agreement, agreement, or agreement with a reward), consumers’ level of perceived personalization (low vs. high) and consumers’ level of online privacy concerns (low vs. high).

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