온라인 맞춤형 광고의 구분 인식과 긍부정 평가에 따른 소비자유형별 특성과 결정요인 연구

The purpose of this study is to classify consumer types based on whether they can distinguish online behavioral advertising from online advertisements and how they evaluate online behavioral advertising such as positively or negatively. Also, the study aims to compare the characteristics and determinants by types to enhance consumer understanding and suggest appropriate consumer policy directions for each type. Data of 10,000 respondents from the Statistics of 「2021 Consumption Life Indicators in Korea」 were used. Consumers were classified into six types: (1)those who distinguish online behavioral advertising and evaluate it positively, (2)those who distinguish online behavioral advertising and evaluate it negatively, (3)those who distinguish online behavioral advertising and are positive and negative concurrently, (4)those who cannot distinguish online behavioral advertising and evaluate it positively, (5)those who cannot distinguish online behavioral advertising and evaluate it negatively, (6)those who cannot distinguish online behavioral advertising and are positive and negative concurrently. The main determinants were the extent of digital consumption and experience of digital consumer complaints, recognizing that the current label of online behavioral advertising is adequate, and the need to recognize online behavioral advertising before purchase. Accordingly, this study suggested the direction of consumer policy on online behavioral advertising for enhancing consumer rights and interests based on consumer types.