A method for signal transmission and reception on an unlicensed band by a terminal in a wireless communication system, according to an embodiment of the present invention, comprises the steps of: receiving a reference signal that has been generated from a scrambling sequence having initial values that vary every 10 subframes; and receiving a downlink signal on the basis of the reference signal, wherein the seed value of the variation pattern of the initial values are determined on the basis of an operator of a base station that transmits the downlink signal on the unlicensed band.