Earticle

초록

영어

As data grows rapidly, the provision of appropriate information needed by individuals has become an area of new services, and customized services which is enabling the analysis of optimal services through collecting, storing, and analyzing personal data are emerging in many fields. However, due to the characteristics of customized services based on various information collected by customers during the use of the service, the problem of privacy infringement is raised at the same time, and many studies are being actively conducted to solve this problem. This study seeks to explore how the customer's in-depth and customized services has an impact on their customers, which has not been derived from quantitative research using the grounded theory methodology. Through this, 84 concepts, 33 subcategories, 13 Categories and paradigm models were derived. In addition, ‘Understanding and acceptance of online behavioral advertising (OBA)' was derived as a core category, and finally, acceptance types of OBA were classified into ‘positive acceptance type', ‘indifferent type', ‘calculating type', and ‘active resistance type' based on the key categories. This study divides the acceptance types of online behavioral advertising through the emotions and behaviors of the consumers throughout the procedure of online behavioral advertising experiences. In addition to the statistical and quantitative information currently used for providing behavioral advertising, it provides new criteria to reflect the refinement of behavioral advertising and personal tendencies or characteristics.

목차

Abstract
1. 서론
1.1 연구의 배경 및 목적
1.2 연구의 방법 및 구성
2. 이론적 배경
2.1 온라인 맞춤형 광고(Online Behavioral Advertising)
2.2 정보 프라이버시(Information Privacy)
2.3 근거이론적 방법론(Grounded Theory)
3. 연구 방법
3.1 연구 설계 및 절차
3.2 연구의 타당성 검증
4. 연구 결과
4.1 개방 코딩
4.2 축 코딩
5. 결론 및 시사점
5.1 연구의 시사점
5.2 연구의 한계점 및 향후 연구 방향
References

키워드

저자

• 김채리 [ Chae Ri Kim | Graduate School of Information Yonsei University ]
• 이정훈 [ Jung Hoon Lee | Graduate School of Information Yonsei University ] Corresponding author
• 권원진 [ Won Jin Kwon | Graduate School of Information Yonsei University ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005