빅데이터 기반 AI 리타겟팅 광고(Retargeting Advertising) 회피에 영향을 미치는 요인에 관한 연구

초록

The purpose of this study is to examine the relationship between the factors that affect on retargeting ad avoidance. Retargeting advertising is one of the ad types that combine AI technology based on big data, one of the key technologies in the fourth industrial revolution. The predictor variables in this study were Benefit factors such as Perceived Usefulness, Perceived Relevance and loss factors such as Privacy Concern, Advertisement Fatigue, Perceived intrusiveness. And the study is based on the consumer’s response who actually experienced the retargeting ad. Findings are as follows. Perceived Usefulness and Perceived Relevance had a negative effect on ad avoidance whereas Privacy Concern, Advertisement Fatigue, Perceived intrusiveness had a positive effect on ad avoidance. Specifically, Perceived Usefulness and Advertisement Fatigue had a significant effect on retargeting ad avoidance when consumers perceived the intrusiveness. This study is meaningful in that it provides guidelines for Retargeting ads through empirical analysis of the relationship between factors that affect retargeting ad avoidance.

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