• Journal of Digital Convergence
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• v.20 no.4
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• pp.73-82
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• 2022

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.