지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2014.1
- 수록면
- 600 - 615 (16page)
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As the Internet becomes intertwined with consumers’ lives but advertising clutter continues to interfere with their online activities, consumers increasingly avoid advertising. With technological advances, advertisers have taken to tailoring their ads to consumers so that the ads are more relevant but less irritating to them. Especially as smart media with new capabilities emerge, advertising capitalizing on so-called smart advertising gains growing attention. As an early form of smart advertising, retargeted advertising collects browsing data and show ads to consumers reflecting their browsing history and implied needs and interests. However, with the benefits of precise targeting and customization also come possible resistances due to the sense of privacy violation triggered by the use of personal data. In this paper, we proposed a model of retargeted advertising avoidance wherein major antecedents with positive and negative impacts are identified. Findings of the empirical testing with online survey data from the U.S. suggest that ad-context congruence, privacy concern, degree of personalization, goal impediment, and advertising values collectively contribute to avoidance of retargeted advertising. Strategic implications and future research directions for smart advertising are discussed.
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참고문헌 (26)
참고문헌 신청
Baek, T. H. / 2012 / Stay Away From Me / Journal of Advertising 41 (1) : 59 ~ 76
Brajnik, G. / 2010 / A Review of Online Advertising Effects on the User Experience / International Journal of Human-Computer Interaction 26 (10) : 971 ~ 997
Cho, C. H. / 2004 / Why do people avoid advertising on the Internet? / JOURNAL OF ADVERTISING 33 (4) : 89 ~ 97
Clancey, M. / 1994 / The Television Audience Examined / Journal of Advertising Research 34 (4) : 2 ~ 11
Dahle、n, M / 2008 / Could Placing ADS Wrong be Right?:Advertising Effects of Thematic Incongruence / Journal of Advertising 37 (3) : 57 ~ 67
Brajnik, G. / 2010 / A Review of Online Advertising Effects on the User Experience / International Journal of Human-Computer Interaction 26 (10) : 971 ~ 997
Cho, C. H. / 2004 / Why do people avoid advertising on the Internet? / JOURNAL OF ADVERTISING 33 (4) : 89 ~ 97
Clancey, M. / 1994 / The Television Audience Examined / Journal of Advertising Research 34 (4) : 2 ~ 11
Dahle、n, M / 2008 / Could Placing ADS Wrong be Right?:Advertising Effects of Thematic Incongruence / Journal of Advertising 37 (3) : 57 ~ 67
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