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http://dx.doi.org/10.5392/JKCA.2019.19.12.376

Study on Factors Affecting Effects of Online Behavioral Advertising  

Um, Namhyun (홍익대학교 광고홍보학부)
Kim, Sojung (경북대학교 신문방송학과)
Publication Information
The Journal of the Korea Contents Association / v.19, no.12, 2019 , pp. 376-388 More about this Journal
Abstract
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.
Keywords
Online Behavioral Advertising; Personal Information Collection; Personalization; Online Privacy Concern; Usage Agreement;
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