Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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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 (Dept. of Business Administration, College of Business, Pusan National University)
  • 김종기 (부산대학교 경영대학 경영학과)
  • Received : 2017.11.03
  • Accepted : 2017.12.20
  • Published : 2017.12.28
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Abstract

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.

스마트폰의 위치기반서비스가 활발히 사용됨에 따라 사용자들이 자신의 위치정보의 노출에 대한 염려가 커지고 있다. 본 연구는 프라이버시 계산 이론에 기반하여 스마트폰 사용자들이 자신의 위치정보의 제공을 어떻게 받아들이는지 확인하고자 연구모형을 개발하였다. 대학생을 대상으로 수집한 데이터를 SmartPLS를 이용하여 분석한 결과 프라이버시 계산 관점의 기존 연구와는 다른 결과를 얻었다. 프라이버시 계산이론은 인간은 합리적인 존재이며, 위험과 효과 측면을 고려하여 프라이버시 정보의 제공을 결정한다고 본다. 본 연구의 결과는 프라이버시 염려는 위험에 유의하게 영향을 미치나, 사용의도는 효과에 의해서 유의하게 영향을 미쳤다. 이러한 결과는 감정적 판단과 행동적 판단이 서로 상이한 요인에 의해서 영향을 받는다는 행동경제학적 관점과 일치한다.

Keywords

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