인스타그램상의 소비자 심리가 리타게팅 광고효과에 미치는 영향 연구: 정보적 타인영향력 민감성, 프라이버시 침해 우려, 충동구 매 경향성, 경험 개방성을 중심으로

A Study on the Effect of Consumers' Psychological Characteristics on the Effect of Retargeting Advertising on Instagram

현재 전반적으로 소셜미디어의 이용률이 줄어드는 양상이 관찰되고 있는데, 인스타그램의 경우 밀레니얼 세대를 주축으 로 이용자가 증가하고 있다는 점에 주목해 본 연구를 진행하게 되었다. 인스타그램의 경우 꾸준한 이용 증가와 함께 이용 자가 느끼는 플랫폼 만족이 높은 것으로 나타났으며, 광고를 통해 실질적 구매로 이어지는 경우도 많은 것으로 나타났다. 이에 현재 인스타그램에서 집행되고 있는 광고 방식인 리타게팅광고 효과를 실질적 광고 대상인 이용자 측면의 심리적 측 면을 중심으로 알아보고자 하였다. 연구 결과 소비자의 정보적 타인영향력 민감성과 프라이버시 침해 우려는 인스타그램상 에서의 리타게팅광고 태도에 유의미한 영향을 나타내지 않는 것으로 검증되었다. 하지만 소비자의 충동구매 경향성과 경험 개방성은 인스타그램상에서의 리타게팅광고 태도에 유의미한 영향을 나타내는 것으로 나타났다. 아울러 충동구매 경향성과 경험 개방성은 리타게팅광고 태도를 매개로 리타게팅광고에 대한 행동적 의향 및 광고수용 의도에 유의미한 영향을 미치 는 것으로 나타났다. 종합해보면 소비자의 충동구매 경향성 및 경험 개방성변인이 인스타그램상의 리타게팅광고 태도에 긍 정적인 영향을 나타낼 수 있다는 알 수 있다.

In the midst of declining overall use of social media, this study was started with our focus on Instagram, which has only growing number of its users centering around millennials. In particular, it has been surveyed that Instagram increases the usage rate as well as platform satisfaction and purchase through advertising; we therefore attempted to find factors that influence the effectiveness of advertising, focusing on the psychological characteristics of consumers who are the target audience for the advertising. As a result of the study, it was found that the susceptibility to informative interpersonal influence and con- cerns about privacy did not have a significant impact on the attitude toward retargeting advertising on Instagram. On the contrary, impulse buying and openness to experience have a considerable impact on the attitude toward retargeting advertising on Instagram. With regard to the attitude toward retargeting advertising on Instagram, impulse buying tendency and openness to experience were found to mediate the behavioral intention and the ac- ceptance intention for the retargeting advertising. These results suggest that the impulse buying tendency of consumers and openness to experience can have a positive impact on their attitude toward retargeting advertising on Instagram. Further analysis also showed that a significant difference between genders in the attitude toward retargeting advertising on Instagram; men tend- ed to be more inclined toward retargeting advertising than women. In terms of age, there was a significant dif- ference in the acceptance intention for the retargeting advertising on Instagram, and those in their twenties were higher than those in their thirties. Depending on whether they have clicked on retargeting advertising or not, there was a significant difference in their behavioral intention and acceptance intention. The experience of clicking on retargeting advertising has been found to have a higher tendency of the behavioral intention and the acceptance intention for the advertising. The experience of clicking on advertising on Instagram in the past shown a significant difference in both the advertising attitude and the advertising acceptance intention. As a result of this further analysis, factors such as gender and age, as well as the experience of clicking on advertising on Instagram in the past, can influence the effectiveness of retargeting advertising on Instagram in different ways.