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A Study of Relationship between Dataveillance and Online Privacy Protection Behavior under the Advent of Big Data Environment

빅데이터 환경 형성에 따른 데이터 감시 위협과 온라인 프라이버시 보호 활동의 관계에 대한 연구

  • 박민정 (이화여자대학교 경영학과) ;
  • 채상미 (이화여자대학교 경영학과)
  • Received : 2017.05.24
  • Published : 2017.09.30

Abstract

Big Data environment is established by accumulating vast amounts of data as users continuously share and provide personal information in online environment. Accordingly, the more data is accumulated in online environment, the more data is accessible easily by third parties without users' permissions compared to the past. By utilizing strategies based on data-driven, firms recently make it possible to predict customers' preferences and consuming propensity relatively exactly. This Big Data environment, on the other hand, establishes 'Dataveillance' which means anybody can watch or control users' behaviors by using data itself which is stored online. Main objective of this study is to identify the relationship between Dataveillance and users' online privacy protection behaviors. To achieve it, we first investigate perceived online service efficiency; loss of control on privacy; offline surveillance; necessity of regulation influences on users' perceived threats which is generated by Dataveillance.

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