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How Consumers Perceive Online Behavioral Advertising: Consumer Typology and Determining Factors

온라인 맞춤형 광고 인식에 따른 소비자유형 연구: 효용과 비용을 중심으로

  • 이진명 (한국소비자교육지원센터) ;
  • 나종연 (서울대학교 소비자학과)
  • Received : 2015.07.10
  • Accepted : 2015.09.20
  • Published : 2015.09.28

Abstract

This study aims 1) to identify distinctive consumer groups according to their perception of benefits and costs of Online Behavioral Advertising(OBA), 2) to explore differences among them, and 3) to investigate antecedent variables that affect the consumers' perception of OBA. Online survey data collected from 1,000 online users. The findings of this study are as follows. First, the result of cluster analysis identified four distinctive consumer groups according to the levels of perceived benefits and costs of OBA: 'Indifferent group', 'cost-centered group', 'benefit-centered group', and 'Benefit-cost balanced group'. Second, four consumer groups showed differences in their demographics, advertising related variables, privacy related variables, and technology related variables. Third, according to multinomial logistic analysis, it was found that there were different factors affecting consumers' perception of benefits and costs of OBA.

Keywords

Online Behavioral Advertising;perceived costs and benefits;consumer typology;privacy

Acknowledgement

Supported by : 한국연구재단

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