A study of the User Privacy Protection Behavior in Online Environment: Based on Protection Motivation Theory

인터넷상에서의 개인정보 보호행동에 관한 연구: 보호동기이론을 중심으로

  • Park, Chanouk (Graduate School of Information, Yonsei University) ;
  • Lee, Sang-Woo (Graduate School of Information, Yonsei University)
  • Received : 2014.01.09
  • Accepted : 2014.02.27
  • Published : 2014.04.30


This study applied customer perspective to find out ways how to protect customers' privacy by themselves. It does so by examining the factors which affect customer privacy protection behaviors. Based on the Privacy Act, this study developed the construct of Privacy Rights awareness and finds the law's effect on privacy awareness and behavioral change. The study finds that there exists a significant difference in privacy protection behavior according to privacy rights awareness. Independent variables are as follows: Five variables (Perceived vulnerability, Perceived severity, Perceived response effectiveness, Perceived barriers, Privacy Rights awareness) were tested as critical variables influencing Behavioral Intention in PMT model. Privacy awareness had a moderating effect on the relationship between perceived severity and privacy protection behavior. This study would contribute on theoretical expansion of Protection Motivation Theory and also provide practical implications for effective ways to promote behavioral changes.


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