소비자 맞춤형 스마트폰 광고의 수용의도 결정요인 연구

This study aims to identify the factors that enhance adoption of personalized advertisements among smartphone users. Smartphone users’ concerns regarding information privacy and perceptions towards personalized smartphone advertisements and the theory of planned behavior constructs were examined in order to accomplish the proposed goal of this study. The results of the multiple hierarchical regression analysis performed among the predictor variables are as follows: 1) age was positively and significantly related to smartphone users’ intention to adopt personalized advertisements in the first step; 2) in the second step, secondary use of personal information variable was negatively and significantly related to the respondents’ intention to adopt personalized advertisements; 3) in the third step, perceived informativeness and incentives of advertisements were positively and significantly related to the respondents’ intention to adopt personalized advertisements; and 4) in the last step, attitudes and subjective norms predicted smartphone users’ intention to adopt personalized advertisements. This study also discusses theoretical and policy implications regarding personalized smartphone advertisements and recommendations for the development of the smartphone advertising industry.