리타게팅이란 무엇이며, 어떻게 사용하는 것이 효과적일까? = What is Retargeting and When is Retargeting Effective? The Moderating Roles of Messages and Product Types

국문 초록 (Abstract)

리타게팅(Retargeting)은 소비자들이 특정 웹페이지에서 검색한 상품을 다른 웹페이지를 방문할 때, 배너 또는 팝업광고 형태로 보여주어 소비자들에게 재광고하는 마케팅 기법이다. 이러한 리타게팅은 개인화 서비스에 비해 낮은 비용으로 고객에게 적합한 서비스를 적절한 시기에 제공해준다는 점에서 최근 기업들에게 긍정적인 반응과 큰 관심을 얻고 있다. 본 연구에서는 리타게팅의 개념을 정리하여, 리타게팅이 기존의 서비스와 어떠한 차이가 있는지를 확인하였다. 해석수준이론(Construal Level Theory)과 지각된 위험(Perceived Risk)을 적용하여, 리타게팅 메시지 및 상품 종류에 따라 광고 제품에 대한 태도 및 구매의도를 확인함으로써 리타게팅의 효과성을 검증하였다. 본 연구는 2차에 걸친 실험을 통해, 다음의 결과를 도출하였다. 첫째, 페이스북과 같은 소셜네트워크 사이트에 리타게팅을 하는 경우는 구체적인 메시지를 이용하는 것이 추상적인 메시지를 이용하는 것보다 상품에 대한 태도 및 구매의도에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 기업은 리타게팅 광고에 소
비자가 보았던 상품뿐 아니라 동일한 종류의 상품들을 추천(Item-based Recommendation)하거나 다른 종류의 상품을 추천(User-based Recommendation)하는데, 소비자가 보았던 상품과 비슷한 상품을 제시하는 리타게팅의 경우 소비자들이 기능적 위험이 있는 경우가 사회적 위험이 있는 경우보다 소비자들의 상품에 대한 태도가 더 높은 것으로 나타났다. 본 연구는 리타게팅을 고려하고 있는 기업들에게 실무적 시사점을 제공하고, 리타게팅 분야의 연구 발전에 이론적으로 기여하고 있다.

다국어 초록 (Multilingual Abstract)

The rapid evolution of new media enables marketers to provide better services to consumers.
In this paper, we explore the fairly new marketing tactic, namely retargeting. Retargeting is targeting consumers based on their previous search or browsing data across different Web sites.
First, we discuss how retargeting is different from other online marketing service such as personalization or recommendation service. Second, we examine how and when retargeting is utilized effectively. Based on construal level theory and perceived risk, we hypothesize how psychological distance and types of risk affect the effectiveness of retargeting. The results of two experiments indicate that when retargeting is conducted via social network sites(e.g.,
Facebook), consumers who are exposed to a concrete retargeting message show higher attitudes toward the product and purchase intention than consumers who are exposed to an abstract retargeting message. In addition, when marketers retarget consumers with similar types of other products, consumers show higher attitude toward the product under functional risk condition than under social risk condition. Managerial and theoretical implications are discussed.

목차 (Table of Contents)

• Ⅰ. 서 론
• Ⅱ. 이론적 배경 및 가설 설정
• Ⅲ. 실험 1
• Ⅳ. 실험 2
• Ⅴ. 결 론
• 참고문헌

참고문헌 (Reference)

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