Content area
Full Text
Abstract
Recently, a new type of internet advertising method named "retargeting advertising" has appeared. The objective of this research is to examine the positive effects and the negative effects of retargeting advertising on consumers. To achieve this objective, the research identifies not only the positive effects including but not limited to reminding and positive feeling but also the negative effects like negative feelings and consumer fatigue. After accomplishing the task, the research analyzes the impact of positive and negative effects of retargeting advertising on consumer attitude. Then, the research analyzes the impact of consumer attitude on the purchase intention. For the purpose of the research, hypotheses were proposed. The total number of samples for the analysis was 258, and AMOS structural equation model was utilized for the analysis.
Key Words: Retarget advertising, Positive feeling, Reminding, Negative feeling, Consumer fatigue, Consumers' attitude, Purchase intention
1.Introduction
Since Internet and smart phone has become our daily routine, consumers started using most of their time dealing with daily affairs related to Internet and smart phones. Everyone should have the experience searching on-line shop for the product in need, or searching for the movie one wants to watch. Likewise, many consumers should have the experience of finding the advertisement of the product or the movie they have searched on a certain section of SNS. This is possible as the consumers leave their access information also referred to as cookie data when using Internet without knowing about the leakage. Retargeting advertising technique which utilizes such information is on the increasing trend recently. Retargeting advertising refers to an advertising technique which exposes products or services brought from the websites which the consumers once visited to the same consumers on different websites by utilizing cookie data containing internet access data [1, 2]. Retargeting advertising can advertise products and services to almost every consumer who uses Internet and can accurately find the consumers who deferred the purchase and attract those consumers to repurchasing experience by reminding the product or the service. Due to the positive features, not only the advertiser who is participating in the retargeting advertising but also web portal sites and SNS providers perform business with the technique aggressively. Despite the positive features illustrated above, negative effects are assumed to be...