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지각된 관련성 및 조작적 의도에 관한 추론이 개인화 광고의 유용성에 미치는 영향 : 프라이버시의 침해 경험에 따른 조절효과

Effects on Usefulness of Personalized Advertising upon Perceived Relevance and Inferences of Manipulative Intent : The Moderating Effect of Privacy Invasion Experiences

노민정
한국전략마케팅학회 (Korean Strategic Marketing Association)|2015.09|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제23권 제3호|pp. 25-52

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참고문헌

키워드

Information Transparency프라이버시 침해개인화 광고지각된 관련성조작적 의도정보투명성정보통제력Personalized AdvertisingPerceived RelevanceManipulative IntentsPrivacy InvasionInformation Control

초록

개인화 광고는 광고의 혼잡으로 야기된 소비자의 정보과부하 문제를 극복하고 광고의 효과를 배가시키기 위해 고안된 전략의 일환이라고 할 수 있다. 그러나 개인화 광고는 개인 정보의 수집및 활용을 전제로 하고 있는 만큼 기업에 의한 사적 정보의 전용 우려를 불러일으키게 될 수도있다. 이에 본 연구는 개인화 광고가 메시지의 지각된 관련성 차원에서는 소비자로부터 우호적반응을 이끌어 낼 수 있지만, 조작적 의도에 관한 추론의 차원에서는 심리적 반발을 불러일으킬수도 있음을 보여주고자 했다. 총 260명의 페이스북 이용자를 대상으로 실시한 설문조사의 결과를 요약하자면 다음과 같다. 첫째, 개인화 광고의 유용성에 메시지의 지각된 관련성은 정(+)의 영향을, 조작적 의도에의 추론은 부(-)의 영향을 미치고 있었다. 둘째, 프라이버시의 침해 경험은 조작적 의도에 관한 추론이 유용성에 미치는 영향력에 조절효과를 미치고 있었다. 셋째, 개인의 정보투명성에 대한 인식은 개인화 광고의 유용성에 부(-)의 영향을, 정보통제력은 정(+)의 영향을 미치고 있었다. 이러한 일련의 결과들은 개인화 광고에 대한 소비자의 심리적 저항이 소비자의 정보통제력 증진으로 완화될 수 있으며, 광고의 효과가 개인의 정보 프라이버시에 대한 인식 수준에 따라 달라질 수도 있음을 보여주는 것이라 할 수 있다.

Abstract

Personalized advertising is used to increase the effectiveness of advertisements. It can be regarded as a strategy for solving the problem of information overload that is caused by advertisement clutter. However, since personalized advertising is premised on collection and use of personal information, there is a potential problem of misuse of private information by commercial corporations. In this study, we aim to show that personalized advertising can achieve positive responses from consumers in the area of perceived relevance of the messages, but it can cause resistance when taken from the context of inferences of manipulative intent. The results of a survey conducted on 260 Facebook users are summarized as follows: First, the perceived relevance of messages had a positive influence on the usefulness of personalized advertising, while inferences of manipulative intent had a negative influence. Second, privacy invasion experiences had a moderation effect on the influence that inferences of manipulative intents had on the usefulness. Third, an individual’s knowledge of information transparency had a negative influence on the usefulness of personalized advertising, while an individual’s capacity for information control had a positive influence. These results show that consumers’ psychological reactance to personalized advertising can be lessened by the increase in their capacity for information control, and the effectiveness of advertising depends on the level of an individual’s awareness of information privacy.

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