ScholarWorks@숙명여자대학교

초록

The present study investigated differences in consumer response to online behavioral advertising by each stage in consumer decision journey. In order to review the effect of privacy calculus, consumer response to online behavioral advertising by stages in consumer decision journey was analyzed with privacy calculus model. The effect of privacy calculus is under complex interaction with both perceived usefulness and privacy concern. Lastly, the present study also aimed to describe the effect of advertising’s timeliness on the transformation process of consumer response to online behavioral advertising by consumer decision journey. As a result, by each stage in consumer decision journey, there were significant differences in consumer response to online behavioral advertising. Specific results are as follows; greater perceived usefulness of online behavioral advertising was related with more positive response, while greater privacy concern was associated with more negative response. Perceived usefulness for online behavioral advertising led to positive advertisement attitude, reaction intention, and advertisement acceptance intention. In the stages of consumer decision journey, the perceived usefulness for online behavioral advertising increased from early consideration stage to pre-purchase stage, and then decreased after the purchase was performed. On the other hand, the effect of privacy concern progressively decreased from early consideration stage to purchase-consideration stage, and increased after post-purchase stage. In addition, moderation effect of perceived usefulness in establishment of response to online behavioral advertising by consumer decision journey was assessed. Its regulated moderation effect was confirmed through studying the effect of advertisement’s timeliness in relationship between consumer decision journey and perceived usefulness. The present study has its academic significance in elucidating the different responses to online behavioral advertising depending on the time of encounter to the advertisement, analyzed with consumer decision journey and privacy calculus models. It is expected to provide practical implications in the current situation of steadily growing online behavioral advertising that is targeted in more sophisticated manner.

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