개인화 광고특성은 광고회피에 어떠한 영향을 주는가? : 지각된 위험도의 조절효과

초록

This study analyzed the impact of the positive characteristics and risks of personalized advertising on ad value and ad avoidance, exploring how the cognitive dissonance state that occurs when the positive aspects of personalized ads(e.g., entertainment, informativeness, trustworthiness) and perceived risks(e.g., privacy risks) are simultaneously recognized by consumers affects their behavior. The findings showed that the benefits of ads, such as entertainment, informativeness, and trustworthiness, were all mediated by ad value, leading to a reduction in ad avoidance. Additionally, it was confirmed that perceived risk had a moderating effect on consumers' ad value evaluation and ad avoidance behavior in the context of informativeness and trustworthiness. This suggests that in situations where the positive characteristics of ads are highly recognized and the risks are perceived as high, consumers who feel the risk more intensely tend to perceive higher ad value from the positive characteristics of the ads compared to those who perceive the risk as low, as a way to resolve the cognitive dissonance.

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