Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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An Empirical Research on Information Privacy and Trust Model in the Convergence Era

융복합 시대의 정보 프라이버시와 신뢰 모델에 대한 실증 연구

  • Park, Cheon-Woong (Dept. of Data Distribution & Business, Korea Database Agency) ;
  • Kim, Jun-Woo (Dept. of Business Administration, Incheon National University)
  • 박천웅 (한국데이터베이스진흥원 유통사업실) ;
  • 김준우 (인천대학교 경영학과)
  • Received : 2015.02.05
  • Accepted : 2015.04.20
  • Published : 2015.04.28
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Abstract

There has been an exponential growth in the distribution and possession of sensitive information because of the emergence of various information channels such as smart devices, social media, etc. This enables the internet based web or mobile service operation institutions collecting the more personal information with ease, and in turn causes the issues of the privacy concerns. Followings are the results of this study: First, the information privacy concern has the negative effects upon the trust. Second, the information privacy concern has the negative effects upon the provision intention of personal information and the trust has positive effects upon the offering intention of personal information. At last, the offering intention of the personal information has the positive effects upon the behavior to provide the personal information.

개인정보가 유출되면 그 자체로 인해 피해가 발생되며, 또한 유출된 개인정보가 활용되는 2차 피해로 발전 될 수 있다. 따라서 개인정보를 제공하는 소비자들은 개인정보 유출에 대한 우려로 개인정보 제공에 대해 상당한 거부감을 갖게 된다. 이에 따라 본 연구는 개인정보를 수집, 취급하는 기업에 대한 신뢰 회복과 개인정보 제공에 대한 염려를 낮추는데 영향을 주는 요인들을 도출하여 실제로 개인정보 제공행동으로 연결될 수 있도록 하기위해 실증적으로 분석하여 검증하고자 하였다. 이를 바탕으로 정보 프라이버시 염려와 신뢰가 개인정보 제공의도와 행동에 어떠한 영향을 미치는지에 대한 영향도를 분석하였다. 연구 결과, 소비자에게 정보 프라이버시 염려를 낮추고 신뢰를 높여주는 정책이나 기술을 제공하면 개인정보를 제공할 것이며, 이를 산업적으로 활용할 수도 있을 것이다.

Keywords

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