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디지털 맞춤형 광고와 개인정보 보호에 대한 대학생들의 인식 및 행동연구

College Students' Cognitive and Behavioral Attitude toward Digital Behavioral Advertising and Personal Information Protection through In-depth Interview

  • Um, Namhyun (School of Advertising & Public Relations, Hongik University)
  • 투고 : 2022.02.20
  • 심사 : 2022.04.20
  • 발행 : 2022.04.28

초록

디지털 광고 시장의 성장과 함께 개인정보 보호에 대한 소비자들의 우려가 증가하고 있다. 따라서, 본 연구는 디지털 맞춤형 광고와 개인정보보호에 대한 대학생들의 인식과 행동을 심층 인터뷰를 통해 밝혀내고자 했다. 연구결과, 개인정보보호 중요성에 대한 인식이 높은 것으로 나타났으며, 개인정보보호를 위해 개인, 기업, 그리고 정부 모두 나서야 한다는 의견이 제시 되었다. 대학생들의 개인정보 보호를 위한 행동들의 수준은 크게 무대응 단계, 소극적 대응단계, 그리고 적극적 대응단계로 나누어 볼 수 있다. 디지털 맞춤형 광고에 대한 대학생들의 태도는 긍정적 그리고 부정적 측면이 공존하고 있다. 마지막으로, 대학생들은 기업들의 디지털 맞춤형광고 집행 등과 같은 마케팅 활동을 위해 개인정보 수집 및 사용에 대한 부정적인 태도보다는 오히려 긍정적인 태도를 가지고 있다는 것이 밝혀졌다. 본 연구는 토의를 통해 디지털 리터러시 교육의 필요성을 제시하고 있으며, 기업들에게 개인정보 수집 및 절차에 대한 실무적인 함의를 제공하고 있다.

As digital advertising industry grows, consumers' concerns over personal information protect also rise. Thus, the current study is designed to explore college students' perspectives on digital behavioral advertising and personal information protection through in-depth interviews. According to study results, importance of personal information protection is highly regarded among college students and interviewees suggest individuals, companies, and government organizations work together to protect personal information. College students' behavioral level of personal information protection can be divided into three levels such as 1) no-action taken, 2) passive response, and 3) active response. The study found that college students' attitude toward digital behavioral advertising is positive and also negative at the same time. Lastly, the study suggests that college students have positive attitude toward companies' personal information collection and use for the marketing purpose such as digital behavioral advertising. At the discussion section this study puts emphasis on the need for digital media literacy education and suggests practical implications for personal information collection and its procedures.

키워드

참고문헌

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