온라인 맞춤형 광고 인식에 따른 소비자유형 연구: 효용과 비용을 중심으로

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.