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The Effect of Message Framing Depending on Psychological Ownership: Focusing on Information Security Behavior in Online Service

심리적 소유감에 따른 메시지 프레이밍 효과: 온라인 서비스에서의 사용자 정보보안 행동을 중심으로

  • 서봉군 (국민대학교 비즈니스 IT 전문대학원) ;
  • 박도형 (국민대학교 경영대학 경영정보학부/비즈니스 IT 전문대학원)
  • Received : 2018.01.11
  • Accepted : 2018.03.05
  • Published : 2018.03.31

Abstract

As the online space becomes more active, interest in protecting personal information is increasing. From this point of view, it is important to prevent personal information from being leaked in advance. As a precaution, it is suggested that users change their password periodically to protect their personal information effectively. Currently, various online services provide a request message that prompts users to periodically change their password. These messages are expressed as positive-centric or negative-centric. This message can be seen as a powerful way to trigger users' behavior. In this context, this study suggests that message framing type can be applied to the password change request message, and to investigate the difference between the positive-centric message and the negative-centric message. In addition, this study concluded that the effect of message type may be different depending on the degree of psychological ownership of the individual on the online service. As a result, users with high psychological ownership in online service were more effective when positive-centric message was presented than negative-centric message. On the other hand, users with low psychological ownership in online service were more effective when negative-centric message was presented than positive-centric message.

Acknowledgement

Supported by : 한국연구재단

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