• The Journal of Information Systems
• /
• v.21 no.4
• /
• pp.55-79
• /
• 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.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.47 no.3
• /
• pp.442-458
• /
• 2023

This study aimed to elucidate the information privacy attitudes and behaviors of users of size recommendation services based on body information. Focusing on the privacy calculus theory, the effects of information privacy concerns as well as perceived risk and benefit of information disclosure on information disclosure intention were analyzed. Consumers who used size recommendation services based on body information were surveyed from August 18 to 24, 2022. Analysis of the 251 responses collected revealed that information privacy concerns did not significantly affect information disclosure intention. Information privacy concerns had a positive effect on perceived privacy risk; however, perceived privacy risk had a negative effect on information disclosure intention, while perceived privacy benefit had a positive effect on information disclosure intention. Therefore, the privacy calculus theory confirms the existence of the privacy paradox, revealing perceived privacy benefit has a greater impact on information disclosure intention than perceived privacy risk.

• Journal of the Korea Society of Computer and Information
• /
• v.29 no.4
• /
• pp.161-175
• /
• 2024

In this paper, we examined the causes of privacy concern and related factors in personalized recommendation service of OTT. On the basis of the 'Big Five Personality model,' we established factors such as agreeableness, neuroticism, conscientiousness, extraversion, and openness to experience. Additionally, we established factors such as accuracy, diversity, and novelty of OTT recommendation's services, and perceived transparency. we analyzed the relationship between privacy concern, service benefit, and intention to give personal information. Finally, we analyzed the mediating effect of service benefits on the relationship between privacy concern and intention to give personal information. The results of this study showed that (1) neuroticism, extraversion and openness to experience had the significant effects on privacy concerns, (2) perceived transparency had the significant effects on privacy concern, 3) privacy concern and service benefit had the significant effect on intention to give personal information, and (4) as a result of multi-group analysis towards low and high groups to verify the moderating effect by service benefits, a significant difference was observed between privacy concern and intention to give personal information. The findings of the study are expected to help the OTT firms' understanding towards users' privacy protection behaviors.

• Asia Marketing Journal
• /
• v.24 no.1
• /
• pp.29-38
• /
• 2022

Despite the diverse benefits of smart home Internet of Things (IoT) services, the biggest obstacle to the actual usage of those services is concern about privacy. However, little research has investigated the impact of privacy control on users' intention to use smart home services. Based on communication privacy management theory and privacy calculus theory, this study investigates how privacy control options affect users' perceived benefits and costs and how those perceptions affect individuals' intentions to use smart home services by conducting an experiment. Our results showed that smart home privacy control options decreased perceived benefits and increased perceived costs. The perceived benefits and costs significantly affected the intention to use smart home security services. More intriguingly, the effect of perceived benefit was found to be stronger than that of the expected cost. This research contributes to the field of IoT and smart home research and provides practitioners with notable guidelines.

• Journal of Information Technology Services
• /
• v.11 no.2
• /
• pp.131-146
• /
• 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.

• Human Ecology Research
• /
• v.55 no.2
• /
• pp.205-219
• /
• 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.

• The Journal of the Korea Contents Association
• /
• v.21 no.4
• /
• pp.193-204
• /
• 2021

Based on risk-benefit theory, this study examined a structural equation model accounting for the mechanisms through which affective perceptions of AI predicting individuals' support for the government's Ai policies. Four perceived characteristics of AI (i.e., usefulness, entertainment value, privacy concern, threat of human replacement) were investigated in relation to perceived benefits/risks, attitudes toward AI, and AI policy support, based on a nationwide sample of South Korea (N=352). The hypothesized model was well supported by the data: Perceived usefulness was a strong predictor of perceived benefit, which in turn predicted attitude and support. Perceived benefit and attitude played significant roles as mediators. Perceived entertainment value along with perceived usefulness and privacy concern predicted attitude, not perceived benefit. Neither attitude nor support was significantly associated with perceived risk which was predicted by privacy concern. Theoretical and practical implications of the results are discussed.

• Journal of Digital Convergence
• /
• v.15 no.12
• /
• pp.265-272
• /
• 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.

• 한국HCI학회:학술대회논문집
• /
• 2006.02a
• /
• pp.970-975
• /
• 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.

• The Research Journal of the Costume Culture
• /
• v.29 no.1
• /
• pp.1-15
• /
• 2021

The Internet of Things (IoT) has gained enormous popularity in various fields of industry. An IoT shopping environment is considered an effective tool for convenient use by consumers. Perceived values (including convenience and privacy risks) of IoT shopping can be the main factors that influence consumers' shopping intentions. The current study proposed a research model based on a value-based adoption model, which integrated perceived benefit and sacrifice, shopping attitude, and shopping intention in an IoT shopping environment. As potential customers, participants in their 20s and 30s were recruited through a marketing research firm. Responses collected via an online questionnaire validated the proposed research model and hypothesis. The results confirmed significant, positive relationships between perceived benefit, including both remote control and access convenience, and consumers' positive attitudes toward IoT shopping. The association between perceived privacy risk and consumers' shopping attitudes was not significant. The indirect effects of two benefits of IoT shopping on shopping intention were also significant and positive. From a practical perspective, this study can help marketers and service providers manage their IoT shopping platforms or applications more effectively to attract consumers. The implications and limitations of this study are discussed. Directions for future research and development of IoT shopping environment are suggested.