인터넷광고로 인한 피해에 대한 소비자 대응행동 연구

This study is an empirical analysis of the extent of the different types of damage related to the internet advertisement and corresponding consumer reactions. The results are as follows: First, the factors that contribute to the consumer damages from internet advertisement were varied according to the type of damage, and quality-related damages and business-related damages were accentuated in the case of older and white-collar consumers. In general, quality-related damage was relatively higher in the case of advertisements that included the information on price advantage. Second, the most important variable that affected consumer reactions on damage was the extent of financial loss. Men were more likely than women, and those with less experience with quality-related damages were more likely to react to consumer damages. Third, the level of consumer reaction to damages was relatively low and there were differences in reactions according to the type of damage. Based on these results, the study suggests the following: First, in order to prevent or reduce consumer damage, it is advisable to carefully examine the various factors that lead to damage and their effects; second, an institutional support is necessary in order to promote adequate compensation for consumer damage or complaint resolution through the active roles of consumers; lastly, it is important to educate and provide necessary information to consumers in order to encourage active reactions on their part to prevent consumer damages from internet advertisement.