• Journal of the Korea Institute of Information Security & Cryptology
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• v.26 no.3
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• pp.837-852
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• 2016

This study examined the life-log related ICT in terms of both positive effects and adverse effects. As results, from the perspective of positive effects, experience of using life-log related ICT affects the usefulness of ICT, whereas usefulness of ICT affects satisfaction of ICT. From the perspective of adverse effects, experience of using life-log related ICT affects concern over privacy, whereas concern over privacy affects the awareness of the right to be forgotten. And, Internet privacy efficacy moderates the impact of experience of using life-log related ICT and the impact of concern over privacy.

• Journal of Internet Computing and Services
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• v.23 no.3
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• pp.77-85
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• 2022

Unlike previous studies that focused on the diversity of YouTube content, this study tried to identify factors affecting users' satisfaction with the YouTube recommendation system. Specifically, by adding content preference suitability and privacy concerns to the technology acceptance model, we empirically analyzed how these variables affect user's satisfaction of the YouTube AI recommendation system. For this purpose, asurvey was conducted on college students in their 20s and 30s, and the main research results are as follows. First, in the respondents of this study, playfulness and usefulness, which are major variables of the technology acceptance model, appeared as significant factors affecting the satisfaction of the YouTube AI recommendation system, whereas the effect of ease to use was not found. Second, content preference suitability was found to affect the satisfaction with AI recommendation system, but privacy concerns did not affect the satisfaction with YouTube AI recommendation system. Based on these research results, the implications of the study and the directions for future studies were suggested.

• Proceedings of the Korea Society of Information Technology Applications Conference
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• 2007.11a
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• pp.104-104
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• 2007

• The Journal of the Korea Contents Association
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• v.20 no.3
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• pp.254-266
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• 2020

The purpose of this study is to analyze the influence of the type of recommender system on consumer's perceived benefit and privacy risk. The result showed that the perceived usefulness and intension to click was high in the order of Hybrid-filtering, Bestseller, and SNS-based system. Privacy concern was high in order of SNS-based system, Hybrid-filtering, and Bestseller. Moderating effects of perceived personalization on the type of recommender system and perceived usefulness were significant. Finally perceived usefulness had positive effect, and privacy concern had negative effect on consumer's intension to click. This study has significant implications for digital marketing bt comparing consumer responses according to the type of recommended service. The result of this study can be helpful for providing and developing future recommender service.

• Information Systems Review
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• v.24 no.3
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• pp.69-91
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• 2022

The video recommendation services help to save the user's information search time in the overflowing online information, and algorithms for more efficient and accurate recommendation are continuously developed. In particular, TikTok has the largest number of users in the short video industry due to its unique recommendation algorithms. In this study, by applying a privacy calculation model, the research tried to compare users' responses to each type of TikTok's recommendation service. Users are well aware of the privacy concerns and benefits of TikTok's recommendation service. Although there is a risk, it was found that users continue to use TikTok's recommendation service because the benefits are greater.

• Information Systems Review
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• v.20 no.3
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• pp.33-49
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• 2018

Since there are growing concerns regarding personal information, users have perceived the importance of it. It makes users try to manage and control personal information by their own intentions. Therefore, we assume users now have begun to perceive psychological ownership on personal information. A main objective of this study is to identitythe relationship between accountability, self-identity, self-efficacy and sense of belongingness and psychological ownership on personal information. We conduct an online-basedsurvey and establish a structural equation model for testing hypothesis. The results show that users' accountability, self-identity and sense of belongingness positively influence to psychological ownership on personal information. Additionally, users' perceived psychological ownership on personal information increase their concern for information privacy. This study suggests a new concept as 'perceived psychological ownership on personal information' to explain for intentions of their psychological possessions toward personal information. The findings of this study can provide a way for how firms have to require clients' personal information with increasing their satisfactions.

• Informatization Policy
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• v.29 no.1
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• pp.60-83
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• 2022

The purpose of this study is to empirically analyze the effect of individual perception of artificial intelligence and the level of digital literacy on the acceptance of artificial intelligence-based public services. For empirical analysis, a research model was set up based on the technology acceptance model and planned behavior theory using survey data of 2017 and analyzed through structural equations. To summarize the results of the analysis, firstly, the positive perception of individuals about artificial intelligence technology plays a role in reinforcing attitudes toward benefits and reducing concerns about public service in which artificial intelligence technology has been introduced. Secondly, the level of digital literacy reinforces both benefits and concerns about artificial intelligence technology, but it was found that the intention to use public services was reinforced through the benefits of artificial intelligence technology perceived by individuals, rather than privacy concerns about artificial intelligence technology. Thirdly, it was confirmed that the perceived benefits of individuals on artificial intelligence technology reinforced the intention to use public civil services, and privacy concerns negatively influenced the intention to use. It was confirmed that the influence of a perceived ease of use and usefulness, as opposed to privacy concerns, further reinforces the intention to use. Both citizens' positive perceptions regarding the accuracy and reliability of information provided through artificial intelligence technology and institutional complementation of responsibility for errors caused by artificial intelligence technology are strengthened, and technical problems related to privacy protection are solved.

• Information Systems Review
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• v.20 no.2
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• pp.209-226
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• 2018

Location-based services have distinctive service characteristics compared to the past online commerce used on the desktop. In any place, mobile communication devices can be used to access online and utilize online shopping, and it is more convenient for users. In addition, by providing shopping and service information specific to each location, it is possible to provide convenience to the consumers according to their locations. In addition, it provides scarcity of information as well as location, thereby increasing consumers' desire to purchase. In this study, we investigated the effect of scarcity on the Purchase intention of consumers in location-based services. The steps of scarcity are: first, a step without scarcity, Second, providing time limit information, Third, providing quantity limitation information, Fourth, the experiment was designed to provide time and quantity limitation, and 4 groups were analyzed through experimental stimuli The purpose of this study is to verify the moderating effect of the dependent variable on the degree of scarcity by adding 'ubiquity', 'interactivity' and 'privacy' which are characteristics of location-based service. As a result of the analysis, scarcity of time and scarcity of quantity limitation scarcity stimuli showed a moderating effect on ubiquity, interactivity and consumer's purchase intention, and these variables also directly or indirectly affected positively. Consumer confidence was found to have a negative effect on consumers' purchase intentions.

• Informatization Policy
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• v.30 no.2
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• pp.22-45
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• 2023

In research on the use of AI-based voice assistant services, problems related to the user's trust and privacy protection arising from the experience of service use are constantly being raised. The purpose of this study was to investigate empirically the effects of individual trust in AI and online privacy concerns on the continued use of AI-based voice assistants, specifically the impact of their interaction. In this study, question items were constructed based on previous studies, with an online survey conducted among 405 respondents. The effect of the user's trust in AI and privacy concerns on the adoption and continuous use intention of AI-based voice assistant services was analyzed using the Heckman selection model. As the main findings of the study, first, AI-based voice assistant service usage behavior was positively influenced by factors that promote technology acceptance, such as perceived usefulness, perceived ease of use, and social influence. Second, trust in AI had no statistically significant effect on AI-based voice assistant service usage behavior but had a positive effect on continuous use intention. Third, the privacy concern level was confirmed to have the effect of suppressing continuous use intention through interaction with trust in AI. These research results suggest the need to strengthen user experience through user opinion collection and action to improve trust in technology and alleviate users' concerns about privacy as governance for realizing digital government. When introducing artificial intelligence-based policy services, it is necessary to disclose transparently the scope of application of artificial intelligence technology through a public deliberation process, and the development of a system that can track and evaluate privacy issues ex-post and an algorithm that considers privacy protection is required.

• Informatization Policy
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• v.29 no.1
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• pp.38-59
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• 2022

The development of IT technology and the spread of smartphones are having a great impact on businesses and consumers. Consumers have been able to acquire more diverse and larger amounts of information than in the past due to information provided through smartphones and information search on the internet, which has a significant influence on decision-making. Companies have also become sensitive to such changes in consumer behavior patterns, reflected in their marketing. In addition, among the various characteristics of smartphones, location-based technology has become an important factor in providing targeted marketing from a company's point of view. Such technological development and social change have led to the expansion of the mobile advertising market, which promotes products or services based on the location of consumers and provides benefits such as discount coupons. In this study, we have analyzed the influence of consumer characteristics on intention to use in mobile location-based advertising, which has become an important marketing method in the mobile advertising market. The effects of variables of personalization, engagement, coupon proneness, economic efficiency, and irritation on attitude and information privacy concerns were analyzed, and the effects of attitude and information privacy concerns on intention to use were analyzed. The results of this study are deemed to be able to suggest factors to consider when providing mobile location-based advertising to consumers in the future.