광고회의주의, 프라이버시 염려가 맞춤형 광고의 설득 과정에 미치는 영향력 연구 = The Effects of Ad Skepticism, Privacy Concerns on the Persuasion Processes of Personalized Advertising

다국어 초록 (Multilingual Abstract)

This study aims to model the persuasion process of personalized advertising from cognition (perceived relevance, targeting recognition), attitude (ad liking, brand attitude) to behavior (purchase intention) after exposure to personalized advertising. We identify the relationship of variables at each stage of the process, and examine the influence of ad skepticism and privacy concerns on the persuasion process.
Results showed that ad skepticism and privacy concerns negatively affected perceived relevance and ad liking, and privacy concerns had a positive effect on targeting recognition. In addition, perceived relevance positively affected ad liking, which indirectly influenced brand attitude and purchase intention. This study theoretically and practically contributes to personalized advertising by modeling the role of ad skepticism and privacy concerns.