• Asia pacific journal of information systems
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• v.18 no.3
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• pp.45-65
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• 2008

The rapid growth of the Internet has increased the amount of transmission of personally identifiable information. At the same time, with new Internet related technologies, organizations are trying to collect and access more personal information than before, which in turn makes individuals concern more about their information privacy. For their successful businesses, organizations have tried to alleviate these concerns in two ways: (1) by offering privacy policies that promise certain level of privacy protection; (2) by offering benefits such as financial gains or convenience. In this paper, we interpret these actions in the context of the information processing theory of motivation. This paper follows Hann et al.(2007)'s methods to analyze Internet users privacy concerns in Korea and tries to compare the findings. Our research objectives are as follows: First, we analyze privacy concern mitigation strategies in the framework of the expectancy theory of motivation. Subsequently, we show how the expectancy theory based framework is linked o the conjoint analysis. We empirically validate the predictions that the means to mitigate privacy concerns are associated with positive valences resulting in an increase in motivational score. In order to accommodate real-life contexts, we investigate these means in trade-off situation, where an organization may only be able to offer partially complete privacy protection and/or promotions and/or convenience, While privacy protection (secondary use, improper access) are associated with positive valences, we also find that financial gains can significantly increase the individuals' motivational score of a website in Korea. One important implication of this empirical analysis is that organizations may possess means to actively manage the privacy concerns of Internet users. Our findings show that privacy policies are valued by users in Korea just as in the US or Singapore. Hence, organizations can capitalize on this, by stating their privacy policy more prominently. Also organizations would better think of strategies or means that may increase online users' willingness to provide personal information. Since financial incentives also significantly increase the individuals' motivational score of website participation, we can quantify the value of website privacy protection in terms of monetary gains. We find that Korean Internet users value the total privacy protection (protection against errors, improper access, and secondary use of personal information) as worthy as KW 25,550, which is about US 28. Having done this conjoint analysis, we next adopt cluster analysis methodology. We identify two distinct segments of Korea's internet users-privacy guardians and information sellers, and convenience seekers. The immediate implication of our study is that firms with online presence must differentiate their services to serve these distinct segments to best meet the needs of segments with differing trade-offs between money and privacy concerns. Information sellers are distinguished from privacy guardians by prior experience of information provision, To the extent that businesses cannot observe an individual's prior experience, they must use indirect methods to induce segmentation by self-selection as suggested in classic economics literature of price discrimination, Businesses could use monetary rewards to attract information sellers to provide personal information. One step forward from the societal trends that emphasize the need of legal protection of information privacy, our study wants to encourage organizations and related authorities to have the viewpoints to consider both importance of privacy protection and the necessity of information trade for the growth of e-commerce.

• Journal of Digital Convergence
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• v.17 no.11
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• pp.149-156
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• 2019

With widespread use of information technologies, information privacy issues have been gaining more attention by not only the public but also researchers. The number of studies on the issues has been increasing exponentially, which makes incomprehensible the whole picture of research outcome. Thus, it is necessary to conduct a systematic examination of past research. This study developed two competing models with four essential constructs in information privacy research and empirically tested the models with data obtained from previous studies. This study employed a quantitative meta-analysis method called TSSEM. It is one of MASEM methods in which structural equation modeling and meta-analysis are integrated. The analysis results indicated that risk-centric model exhibited much better model fits than those of concern-centric model. This study implies that traditional concern-centric model should be questioned it's explanatory power of the model and researchers may consider alternative risk-centric model to explain user's intention to provide privacy information.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.12 no.7
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• pp.3356-3374
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• 2018

The healthcare and fitness wearable-device market is considered as the driving force of the entire wearable device market. However, there are concerns with respect to information privacy because wearable devices constantly collect sensitive data such as individuals' health information. Thus, there is a need for a comprehensive understanding from the perspective of information privacy concerns and related behavior. This study investigates factors considered in the privacy calculus of wearable fitness devices, and verifies differences obtained by the privacy calculus process according to the frequency of exercise. The results obtained from a survey of 248 undergraduate students in Korea revealed that service providers should consider users' interests and exercise characteristics in order to mitigate their privacy concerns and encourage continuous use of wearable devices. This study provides useful insights pertaining to users of wearable fitness devices, and targets researchers and practitioners.

• Journal of the Korea Society of Computer and Information
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• v.19 no.10
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• pp.175-184
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• 2014

The purpose of this study is to examine the factors influencing purchase intention of Location-Based Services (LBS) using privacy-trust-behavioral intention model. This model tests various theoretical research hypotheses relating to LBS, privacy-trust-behavioral intention model, and Concern for Information Privacy(CFIP). The target population of this study was LBS users. Data for this study were collected from January 21 to March 20, 2014. The data were gathered from 231 questionnaire respondents with experience using LBS. Among these reponses, 21 were excluded because of missing or inappropriate data. After removing the unsuitable questionnaires, a total of 210 surveys were considered for analysis. The results of hypothesis testing are as follows. First, location awareness positively influence privacy concerns. Second, privacy concerns negatively influence trust. Finally, trust positively influence purchase intention. The results of this study will provide various implication to improve purchase intention of LBS.

• The Journal of the Korea Contents Association
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• v.20 no.2
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• pp.203-214
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• 2020

Nowadays, smart speakers are increasingly personalized and serve as recommendation agents for user. The aim of this study is find out effects of 'Explanation facilities' on transparency, perceived trust, user satisfaction, behavioral intentions of users to reuse, privacy risk, and quality of recommendation in the context of an interact with smart speaker's conversational agents. And we also use measurement for level of privacy concerns to see individuals's level of privacy concerns affected the assessment. The result of this study as follow; First, all measurement variable are significantly related to 'Explanation facilities' Second, perceived trust, privacy risk are significantly related to individual's level of privacy concern. This study found that 'Explanation facilities' could be applied in context of smart speaker and possibility of cognitive dissonance according to the level of privacy concerns.

• 제어로봇시스템학회:학술대회논문집
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• 2004.08a
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• pp.788-793
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• 2004

Internet-based distribution of digital contents provides great opportunities for producers, distributors and consumers, but it may seriously threaten users' privacy. The Digital Rights Management (DRM) systems which one of the major issues, concern the protection of the ownership/copyright of digital content. However, the most recent DRM systems do not support the protection of the user's personal information. This paper examines the lack of privacy in DRM systems. We describe a privacy policy and user's privacy preferences model that protect each user's personal information from privacy violation by DRM systems. We allow DRM privacy agent to automatically negotiate between the DRM system policy and user's privacy preferences to be disclosed on behalf of the user. We propose an effective negotiation algorithm for the DRM system. Privacy rules are created following the negotiation process to control access of the user's personal information in the DRM system. The proposed privacy negotiation algorithm can be adapted appropriately to the existing DRM systems to solve the privacy problem effectively.

• 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.

• Journal of Information Technology Services
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• v.11 no.1
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• pp.93-107
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• 2012

Privacy-protective behavior can be classified into passive behavior and active behavior. Passive behavior includes refusal, misrepresentation, and removal, while word-of-mouth, complaint, and seeking for help belong to active behavior. Internet users in different countries may take different types of privacy-protective behavior because of cultural and social differences. This study analyzes the differences in Internet users' privacy-protective behavior between Korea and China. Korean Internet users take refusal, complaint, and seeking to protect their privacy information, while misrepresentation is not an option for Korean Internet users. Chinese Internet users take refusal, complaint, seeking, and misrepresentation to protect their privacy information. In Korea, passive behavior (refusal) is chosen more often than active behavior (complaint and seeking for help), while in China active behavior(complaint and seeking for help) is preferred to passive behavior (refusal and misrepresentation). The differences of privacy-protective behavior in the two countries may provide some implications for online companies, if they want to avoid the business risk due to privacy concerns and to take appropriate steps to deal with privacy-protective behavior by Internet users.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.12
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• pp.711-720
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• 2020

This research aims to analyze the factors affecting the acceptance of social commerce, including performance expectancy, effort expectancy, social support, facilitating conditions, hedonic motivation, habitability, price saving orientation, and privacy concerns using the Unified Theory of Acceptance and Use of Technology (UTAUT2). UTAUT2 has been examined and modified in various contexts. The research model studies the acceptance and use of technology in the context of customers. This study adopts a quantitative method using the partial least squares regression (PLS) approach involving 244 respondents. The respondents are users of social commerce in Indonesia. The result of this research indicates that social influence, facilitating conditions, hedonic motivation, habit, price value orientation, and privacy concerns have a significant effect on behavioral intention. On the other hand, performance expectancy and effort expectancy does not affect behavioral intention. Furthermore, price value has a significant effect on social commerce user behavior. Lastly, facilitating conditions and habits does not affect social commerce user behavior. This research contributes to the development of theory by examining an additional variable, which is privacy concern. This study is significant since social media and social commerce have grown exponentially nowadays. Implications of the results for the development of the theory (UTAUT2) and practice are discussed in the article.

• The Journal of Information Systems
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• v.26 no.1
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• pp.53-73
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• 2017

Frequent outbreak of intrusion of private information is occurring recently not only at portal sites but also in electronic information service of public agencies. Due to these intrusions, it is observed that the citizens tend to avoid providing their private information even to the service for public agencies. Therefore, the object of this research can be explained as demonstrating the influence of the intention of provision for private information to foster the selectronic information ervice of the public agencies. In order to achieve this, this research intends to demonstrate how the experience of the intrusion of the private information affects the concern about the privacy and how the information factor from the public electronic information service has influence on the reliability toward the public. The results showed that the experience of intrusion of privacy, awareness of the danger of privacy, and the sense protection of the information from the manager at public agencies have direct influence on the concern of privacy. Meanwhile, it has been verified that the awareness of information protection of a manager, the systemicity of information protection, and the surveillance and punishment of information protection have influence on the reliability of public agencies.