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http://dx.doi.org/10.17661/jkiiect.2021.14.3.175

A study on UI/UX Navigating Method for Effective Privacy Guidance for Online Behavioral Advertising(OBA)  

Kim, Ga-Yun (Department of Healthcare IT, Inje University)
Kim, Ho-Joon (Department of Healthcare IT, Inje University)
Kim, Da-Yeong (Department of Healthcare IT, Inje University)
Yang, Jin-Hong (Department of Healthcare IT, Inje University)
Publication Information
The Journal of Korea Institute of Information, Electronics, and Communication Technology / v.14, no.3, 2021 , pp. 175-183 More about this Journal
Abstract
As concerns about users' privacy infringement on Online Behavioral Advertising(OBA) increase, regulators are taking measures such as drawing up guidelines for OBAs, and websites provide OBA guidance in compliance with such guidelines. As a result of reviewing the status of providing OBA guidance on websites, access to OBA guidance pages was rather complicated. In order to analyze the issue from the UI/UX perspective, following the "Guidelines for Privacy in Online Behavioral Advertising" applied to all types of OBA transmitted on websites, this study aims to structuralize a navigation of page movement from two starting points, 1) Main Page, 2) The page where OBA is delivered, to OBA guidance pages. Also, with understanding the problems found in the access and navigation of OBA guidance pages by analyzing features found during the page navigation, such as hyperlinks containing keywords, and movement pages.
Keywords
Online Behavioral Advertising; Page Navigation; Personal Privacy; Target Advertising; UI/UX;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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