개인 맞춤형 광고에 대한 인식과 인스타그램 이용동기가 광고 클릭 여부 및 제품 구매 여부에 미치는 영향

초록

This study examines how Instagram users' perceptions of personalized ads and their motivations for using Instagram influence their decision to click on ads and purchase advertised products. Perceptions of ads consisted of cognitive benefits (usefulness, playfulness). Cognitive concerns (privacy, intrusiveness), and trustworthiness, while usage motivations consisted of informational, entertainment, social, and self-expression motivations. Data were collected from 286 undergraduate and graduate students via an online survey and major findings are as follows. First, perceived usefulness, playfulness, trustworthiness, and privacy concerns significantly influenced the decision to click on personalized ads, while perceived intrusiveness and Instagram usage motivation did not significantly influence the decision to click on ads. Second, only perceived playfulness and self-expression motives significantly influenced the decision to purchase a personalized ad product, while perceived usefulness, trustworthiness, privacy concerns, and intrusiveness did not significantly influence the decision to purchase an ad product.

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