광고의 개인화 수준에 따른 고객 참여와 지각된 가치의 차이에 관한 연구: 개인정보 침해 우려의 조절 효과

This study investigates the effects of ad personalization levels on customer engagement and perceived value, with a focus on the moderating role of privacy concerns. In the context of rapid advancements in artificial intelligence (AI), personalized marketing has emerged as a crucial tool for companies seeking to improve customer relationships. AI-powered marketing strategies allow businesses to analyze large amounts of customer data to create tailored marketing messages that resonate with individual preferences. By providing more relevant and personalized information, companies aim to enhance customer satisfaction and encourage active engagement. However, the increasing use of personal data in marketing has also raised concerns about privacy, as customers grow more aware of how their data is collected and utilized. This study seeks to address this issue by examining how privacy concerns influence the effectiveness of ad personalization in the digital marketplace. The results of this research reveal that while higher levels of ad personalization significantly enhance perceived value, they do not have a similarly strong effect on customer engagement. On the other hand, privacy concerns play a critical role in shaping customer responses to personalized advertising. High levels of privacy concerns are associated with reduced customer engagement, even when personalization efforts are in place. Furthermore, this study found significant interaction effects between ad personalization and privacy concerns on both customer engagement and perceived value. These findings suggest that companies must carefully manage customer privacy concerns to fully realize the benefits of AI-based personalized marketing. Balancing effective personalization with transparent and trustworthy data practices is essential for fostering positive customer experiences and maintaining customer loyalty.