개인화 광고를 위한 ATT 팝업 노출 시기가 사용자 경험에 미치는 영향 : 이커머스를 중심으로

The mobile and shopping nature of e-commerce has quickly evolved into a hyper-personalized marketing system, but it has also raised privacy concerns. To address this, Apple introduced the App Tracking Transparency (ATT) policy in 2021 to limit personalized ads from third parties without users' permission. This study analyzed user experience of ATT pop-ups in e-commerce based on the timing of their exposure. We examined three types of ATT pop-ups: immediately upon app launch, upon completing registration, and upon entering the product purchase page, and analyzed the differences in user experience in terms of perceived usefulness, trust, intention to allow app tracking, and intention to continue using the app. The results showed that pop-ups immediately upon app launch had the most positive impact on user experience, while pop-ups upon entering a product purchase page had the most negative effect. The high privacy awareness group was more favorable to the pop-up immediately upon app launch, while the low privacy awareness group did not differ by the timing of the pop-up. By analyzing the impact of the design and timing of app tracking permission pop-ups on user experience, this study contributes to future research and the development of ethical design.