• Title, Summary, Keyword: Privacy Benefit

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Intention to Disclose Personal Information in LBS : Based on Privacy Calculus Perspective (스마트폰 위치기반서비스에서 정보제공의도 : 프라이버시 계산 관점을 중심으로)

  • Kim, Jong-Ki;Kim, Sang-Hee
    • The Journal of Information Systems
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    • v.21 no.4
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    • pp.55-79
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    • 2012
  • LBS(Location-Based Service) is one of the smartphone application services which has been receiving great attention recently. Various applications of smartphone use LBS to provide innovative services. However, use of LBS raises privacy concerns because the location information of users is constantly exposed. Privacy calculus perspective attempts to understand the characteristics of the user's privacy. It is based on the risk-benefit analysis in the economics' perspective. That is, when the benefit expected through personal information disclosure is higher than risk, we are willing to provide personal information. This research suggested a research model based on the privacy calculus perspective to clarify the effect of information disclosure intention of smartphone LBS application users. Based on the main factors of privacy calculus, perception of privacy risk and privacy benefit, the relationship of the perceived value and the information disclosure intention was empirically analyzed by utilizing structural equation modeling(SEM) methodology. According to the results of the empirical analysis, it was found that all relations have statistically significant explanatory power except the relation between privacy concern and information disclosure intention. This study showed a strong evidence of antecedent factors based on privacy calculus of personal information disclosure in smartphone LBS applications.

SPB(Seamlessness-Privacy-Benefit) Paradigm for Construction of Highly-Connected Information Society (고도 정보 연계 사회의 구축을 위한 SPB(Seamlessness-Privacy-Benefit) 패러다임)

  • Lee, Kyoung-Jun;Jun, Jung-Ho
    • Journal of Information Technology Services
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    • v.11 no.2
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    • pp.131-146
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    • 2012
  • The purpose of this research is two-fold : (1) we propose the paradigm to construct a connected information society according to a judgment where a coming information society will evolve into highly-connected information society having "seamlessness" as a keyword, and (2) we draw guidelines to construct infrastructures and establish systems and business models of highly-connected information society based on suggested paradigm. To achieve this, this research conducts the followings. First, we suggest reasons why a coming information society can be appropriate to be considered as highly-connected information society by examining two perspectives on the coming information society. Second, we explain the definition and characteristics of highly-connected information society and propose the SPB paradigm. Third, we analyze the utility of SPB paradigm by evaluating practices. Finally, we suggest four strategies to construct highly-connected information society based on advanced research findings and future research directions.

An Exploratory Study on Consumer Privacy Paradox Experience: Grounded Theory Approach (소비자 프라이버시 역설 경험에 대한 탐색적 연구: 근거이론적 접근)

  • Kim, Hyo Jung;Rha, Jong Youn
    • Family and Environment Research
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    • v.55 no.2
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    • pp.205-219
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    • 2017
  • This study redefines 'consumer privacy attitude and behavior discrepancy' that occurs in the transaction environment that exists between consumer and provider as 'consumer privacy paradox.' In this study, qualitative research was conducted based on grounded theory. This study explored how consumers react to a privacy paradox as well as looked into how to adapt to the negative and positive results that can be generated by the privacy paradox. 'Consumer privacy paradox' is the same as the existing privacy paradox in that consumers can utilize the resources of personal information to consume and benefit from the market environment. However, it differs from previous studies in that it examines the privacy paradox in terms of consumer influence and consumer experience. The results of the study are as follows. First, a paradigm model of the consumer privacy paradox was derived. Second, consumers used three types of strategies to rationalize themselves or maintain indifference or relief to cope with the consumer privacy paradox. Third, the possibility of damage and the responsibility for privacy protection were the mediators of the consumer privacy paradox. Fourth, the 'result' generated by the consumer privacy paradox showed four types of: non-response, satisfaction, commitment to change, and negative emotional experience. Fifth, there is a difference in strategies to respond to the consumer privacy paradox according to consumer types.

Influence of Privacy Concerns on Intention to Use Location-based Services Based on Privacy Calculus Perspective (프라이버시 계산 관점에서 위치기반서비스 이용의도에 대한 프라이버시 염려의 영향)

  • Kim, Jongki
    • Journal of Digital Convergence
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    • v.15 no.12
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    • pp.265-272
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    • 2017
  • As Location-based services on smartphone are getting more popular, users have more concern on exposing their location information. This study developed a research model to identify how smartphone users perceive on providing information pertaining to their location based on privacy calculus theory. 203 responses were analyzed with SmartPLS 2.0. The outcome of this research is quite interesting because conventional belief of privacy calculus perspective does not hold. The privacy calculus theory is based on assumption that human being is rational and decision to provide privacy information is determined by risk and benefit aspects. However, the result of this study is in accordance with behavioral economics perspective in which emotional judgment and behavioral judgement are affected by different factors.

Personal Information Disclosure Control in Context-aware Healthcare Applications (컨텍스트 인식 헬스케어 어플리케이션을 위한 개인화된 정보 공개 기법)

  • Rashid, Umar;Choi, Ah-Young;Woo, Woon-Tack
    • 한국HCI학회:학술대회논문집
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    • pp.970-975
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    • 2006
  • There is a tradeoff between user's privacy and utility of context-aware services in ubiquitous computing environments. Many privacy models have been proposed to support the disclosure of personal information at different levels of detail, in ubiquitous computing environments. However, most of these models do not allow for explicit criteria to assess the benefit users are likely to reap by disclosing their personal information. In this paper, we propose an automated decision making mechanism that evaluates the "benefit of disclosure" for the users based on trust relationships between users and information requesters and manages the disclosure of user's personal information accordingly. Unlike other trust models, we do not regard the reputation of an information requester as sufficient to determine his/her trustworthiness. Instead, we represent trustworthiness as a function of information requester's reputation in the eyes of the user and his/her competence in a given context. To validate our mechanism, we apply it to context-aware healthcare application that monitors physiological condition of a user.

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Impact of Privacy Concern and Institutional Trust on Privacy Decision Making: A Comparison of E-Commerce and Location-Based Service (프라이버시 염려와 제도적 신뢰가 프라이버시 의사결정에 미치는 영향: 전자상거래와 위치기반서비스의 비교)

  • Kim, Sanghee;Kim, Jongki
    • Journal of the Korea Industrial Information Systems Research
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    • v.22 no.1
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    • pp.69-87
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    • 2017
  • This Research Attempted to Clarify the Eeffect of Privacy Concern and Institutional Trust on Privacy Decision based on Privacy Calculus Perspective. We Developed a Research Model Suggesting that the Influence of Privacy Benefit and Privacy risk on the Information Disclosure Behavior and the Influence of Privacy Concern and Institutional Trust on the Privacy Calculus. In this Regard, in Order to Examine the Difference According to the Target whose Personal Information was Collected, an Empirical Analysis was Conducted to Compare the E-commerce Field and LBS(Location Based Service) Field. The Results of Empirical Analysis are as follows. First, it is Founded that other Relations were All Statistically Significant Except the Relation between Privacy Risk and Information Disclosure Behavior in the LBS group. Next, as a Results of Comparison of Constructs in the E-commerce and Institutional trust than the LBS group, Identifying that the Consumers are more Sensitive to the Personal Information Collected in the E-commerce site.

The Protecton of Privacy on Secondary Use of Personal Health Imformation (의료기관 개인건강정보의 이차적 이용)

  • Kim, Jang-Han
    • The Korean Society of Law and Medicine
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    • v.11 no.1
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    • pp.117-143
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    • 2010
  • Along with the development of digital technologies, the information obtained during the medical procedures was working as a source of valuable assets. Especially, the secondary use of personal health information gives the ordeal to privacy protection problems. In korea, the usage of personal medical information is basically regulated by the several laws in view of general and administrative Act like Medicine Act, Public institutions' personal information protection Act, Information-Network Act etc. There is no specific health information protection Act. Health information exchange program for the blood donor referral related with teratogenic drugs and contagious disease and medical treatment reporting system for income tax convenience are the two examples of recently occurred secondary use of health information in Korea. Basically the secondary use of protected health information is depend on the risk-benefit analysis. But to accomplish the minimal invasion to privacy, we need to consider collection limitation principle first. If the expected results were attained with alternative method which is less privacy invasive, we could consider the present method is unconstitutional due to the violation of proportionality rule.

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Factors Influencing the Adoption of Location-Based Smartphone Applications: An Application of the Privacy Calculus Model (스마트폰 위치기반 어플리케이션의 이용의도에 영향을 미치는 요인: 프라이버시 계산 모형의 적용)

  • Cha, Hoon S.
    • Asia pacific journal of information systems
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    • v.22 no.4
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    • pp.7-29
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    • 2012
  • Smartphone and its applications (i.e. apps) are increasingly penetrating consumer markets. According to a recent report from Korea Communications Commission, nearly 50% of mobile subscribers in South Korea are smartphone users that accounts for over 25 million people. In particular, the importance of smartphone has risen as a geospatially-aware device that provides various location-based services (LBS) equipped with GPS capability. The popular LBS include map and navigation, traffic and transportation updates, shopping and coupon services, and location-sensitive social network services. Overall, the emerging location-based smartphone apps (LBA) offer significant value by providing greater connectivity, personalization, and information and entertainment in a location-specific context. Conversely, the rapid growth of LBA and their benefits have been accompanied by concerns over the collection and dissemination of individual users' personal information through ongoing tracking of their location, identity, preferences, and social behaviors. The majority of LBA users tend to agree and consent to the LBA provider's terms and privacy policy on use of location data to get the immediate services. This tendency further increases the potential risks of unprotected exposure of personal information and serious invasion and breaches of individual privacy. To address the complex issues surrounding LBA particularly from the user's behavioral perspective, this study applied the privacy calculus model (PCM) to explore the factors that influence the adoption of LBA. According to PCM, consumers are engaged in a dynamic adjustment process in which privacy risks are weighted against benefits of information disclosure. Consistent with the principal notion of PCM, we investigated how individual users make a risk-benefit assessment under which personalized service and locatability act as benefit-side factors and information privacy risks act as a risk-side factor accompanying LBA adoption. In addition, we consider the moderating role of trust on the service providers in the prohibiting effects of privacy risks on user intention to adopt LBA. Further we include perceived ease of use and usefulness as additional constructs to examine whether the technology acceptance model (TAM) can be applied in the context of LBA adoption. The research model with ten (10) hypotheses was tested using data gathered from 98 respondents through a quasi-experimental survey method. During the survey, each participant was asked to navigate the website where the experimental simulation of a LBA allows the participant to purchase time-and-location sensitive discounted tickets for nearby stores. Structural equations modeling using partial least square validated the instrument and the proposed model. The results showed that six (6) out of ten (10) hypotheses were supported. On the subject of the core PCM, H2 (locatability ${\rightarrow}$ intention to use LBA) and H3 (privacy risks ${\rightarrow}$ intention to use LBA) were supported, while H1 (personalization ${\rightarrow}$ intention to use LBA) was not supported. Further, we could not any interaction effects (personalization X privacy risks, H4 & locatability X privacy risks, H5) on the intention to use LBA. In terms of privacy risks and trust, as mentioned above we found the significant negative influence from privacy risks on intention to use (H3), but positive influence from trust, which supported H6 (trust ${\rightarrow}$ intention to use LBA). The moderating effect of trust on the negative relationship between privacy risks and intention to use LBA was tested and confirmed by supporting H7 (privacy risks X trust ${\rightarrow}$ intention to use LBA). The two hypotheses regarding to the TAM, including H8 (perceived ease of use ${\rightarrow}$ perceived usefulness) and H9 (perceived ease of use ${\rightarrow}$ intention to use LBA) were supported; however, H10 (perceived effectiveness ${\rightarrow}$ intention to use LBA) was not supported. Results of this study offer the following key findings and implications. First the application of PCM was found to be a good analysis framework in the context of LBA adoption. Many of the hypotheses in the model were confirmed and the high value of $R^2$ (i.,e., 51%) indicated a good fit of the model. In particular, locatability and privacy risks are found to be the appropriate PCM-based antecedent variables. Second, the existence of moderating effect of trust on service provider suggests that the same marginal change in the level of privacy risks may differentially influence the intention to use LBA. That is, while the privacy risks increasingly become important social issues and will negatively influence the intention to use LBA, it is critical for LBA providers to build consumer trust and confidence to successfully mitigate this negative impact. Lastly, we could not find sufficient evidence that the intention to use LBA is influenced by perceived usefulness, which has been very well supported in most previous TAM research. This may suggest that more future research should examine the validity of applying TAM and further extend or modify it in the context of LBA or other similar smartphone apps.

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Moderating Effect of Security Ability on the Relation between Privacy Concern and Internet Activities

  • Hong, Jae-Won
    • Journal of the Korea Society of Computer and Information
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    • v.25 no.1
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    • pp.151-157
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    • 2020
  • This study explored the moderating effects of security ability on the influence of privacy concerns on internet activity using Korea media panel survey data. To this end, we applied between-subjects factorial design between 2 (privacy concern high / low) × 2 (security ability high / low) groups and compared five types of internet activity among four groups by variance analysis. As a result, privacy concerns have a main effect on internet activity, and security ability have a moderating role in this relationship. Despite the privacy concerns, people do their internet activities in order to enjoy the benefit from the internet. This study have academic implication in that it focus on the issue of privacy paradox in terms of the type of internet activity. In addition, practical implications are that, in order to activate online activities of individuals in an internet-connected society, efforts for enhancing their security abilities are necessary.