온라인 맞춤형 광고 행태정보 관련 소비자 보호행동: 위험지각태도모델의 적용

Online customized advertisements provide customized advertisements to consumers by using behavioral information such as online records, activity information, and cookie information. Customized advertisements serve to provide information that meets consumers’ interests, and at the same time, there are concerns about invasion of privacy from the point of view of consumers. The purpose of this study is to examine consumers’ privacy protection behaviors related to online customized advertisements by applying the risk perception attitude model(RPA model). The main results of this study are as follows. First, as a result of examining the types of consumers classified according to the RPA model, it was found that a relatively large number of respondents belonged to the high-risk perception group(83.6%). As a result of classifying respondents into four types according to high and low perceived risk and efficacy, respondents belonged to the avoidance group(high risk/low efficacy) the most, followed by the responsive group(high risk/high efficacy), the proactive group (low risk/high efficacy), and the indifference group(low risk/low efficacy). Second, the mean differences of privacy protection behaviors including information search, general attention, and technical protection behavior were analyzed. The result showed that the groups with high efficacy practice the protection behaviors more actively than the group with low efficacy. Third, the interaction effect of consumers’ perceived risk and efficacy on privacy protection behaviors was analyzed. The result indicated the main effect of efficacy was significant in all three models. The moderating effect of perceived risk and efficacy was significant in the models of information search and general attention behavior. As advertisements based on various consumer information develop, it is becoming important to understand the problem of consumer rights infringement and reflect it in policies. The results of this study attempted to provide a foundation for resolving consumer problems related to consumer privacy protection and establishing policy directions.