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

• Information Systems Review
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• v.20 no.1
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• pp.115-135
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• 2018

The growing interest in the privacy paradox involving discussions about discrepancy between attitude and behavior led to an increase in the number of studies on the topic. An in-depth theoretical review of the privacy paradox is essential to promote qualitative growth of domestic research in the privacy paradox. In this study, we conducted literature review of existing domestic studies in the privacy paradox. The results of this study showed that the quantity and the quality of research showed marked improvement. Earlier studies primarily focused on the existence of the privacy paradox phenomenon, but existing studies on the causes of the phenomenon gradually increased. Despite the use of various methodologies and analytical tools to investigate the causes of the privacy paradox, research in privacy paradox remains in its infancy. Further efforts are needed to achieve qualitative growth, and further studies should be conducted to introduce the behavioral economic approach. This approach posits that bounded rationality could contribute to a clear understanding of the privacy paradox and the academic development of the privacy field.

• Journal of Information Technology Applications and Management
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• v.28 no.6
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• pp.145-161
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• 2021

Recently, as personal information utilization devices such as IoT, artificial intelligence, and wearable devices that focus on the individual have spread, privacy violations are also increasing. However, the privacy paradox of providing personal information to enjoy services while worrying is getting stronger. However, there are still preliminary studies on this. In this study, an intelligent home camera based on IoT technology was selected as a research object, and whether privacy paradox exists in the IoT environment, including smart home camera, was studied. To this end, the effect of perceived usefulness, a benefit factor of smart home camera use, and privacy concern, a risk factor, on intention to use was verified. In addition, it was investigated whether the relationship between privacy concerns and intention to use differs according to the presence or absence of use experience. In order to verify the research model, a survey was conducted with people with and without experience in using smart home cameras, and a total of 298 data samples were used for statistical analysis. As a result of the analysis, it was found that both perceived usefulness and privacy concerns had a positive effect on the intention to use, proving that privacy paradox exists in the IoT-based smart home camera environment. In addition, by analyzing the fact that privacy concerns have different effects on usage intentions depending on the user experience, it was verified that those with experience have a strong privacy paradox and those without experience have a weak privacy paradox. This study is meaningful because it seeks strategic implications to improve service and business performance by understanding the relationship between privacy attitudes and behaviors of IoT service providers, including smart home cameras.

• Knowledge Management Research
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• v.17 no.1
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• pp.17-47
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• 2016

People use social network services (SNSs) for various purposes, for example, to share information, to express themselves, and to strengthen social relationships with others. Meanwhile, problems of personal information leakage and privacy infringement become a social issue and thus information privacy concerns about inappropriate collection and use of personal information increase in SNSs (e.g., Facebook). Although people have privacy concerns in SNSs, they behave in a contradictory way, voluntarily presenting themselves and disclosing personal information. This phenomenon is called 'privacy paradox'. Using dual factor theory, this study investigates the phenomenon of privacy paradox by looking into enablers (e.g., self-presentation) and inhibitors (e.g., information privacy concern) for continuous use of Facebook that can co-exist independently of each other. It also includes antecedents of self-presentation (i.e., narcissism, need for affiliation, involvement, and self-efficacy) and those of information privacy concern (i.e., previous experience of privacy infringement, privacy awareness, and privacy control). The results show that most hypothesized relationships were supported. These findings provide strategic implications for SNS providers who want to promote continuous use of SNS. Under the current circumstances in which enhanced privacy policies are required, this study would be a useful reference for future research on information privacy issues in SNSs.

• Asia pacific journal of information systems
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• v.34 no.2
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• pp.541-564
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• 2024

Contact-tracing applications have significantly contributed to mitigating the spread of coronavirus disease 2019 (COVID-19), yet the extensive use of these location-based applications raises serious privacy concerns. Drawing on the Information-Motivation-Behavioral (IMB) skills model, our study investigated factors that influence users' protective behaviors toward location privacy, elucidating the privacy paradox and the mediating role of implementation intention. Through an online survey conducted in China with 311 participants, we found that privacy concerns and privacy awareness positively affected the use of mobile location service settings, with privacy concerns mediating the relationship between privacy awareness and the intention to protect privacy. Furthermore, our study demonstrated the privacy paradox, revealing the pivotal mediating role of implementation intentions in bridging the gap between users' intentions and their actual behaviors. This study offers new perspectives on the privacy paradox, particularly through the lens of implementation intention, and provides valuable insights for motivating greater use of contact-tracing applications. It offers both theoretical and practical guidance for stakeholders to address privacy concerns during global pandemics like COVID-19, thereby encouraging a more widespread and responsible engagement with technology in public health.

• Journal of Korea Society of Digital Industry and Information Management
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• v.15 no.4
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• pp.213-225
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• 2019

Privacy paradox is a paradoxical behavior that provides personal information even though you are concerned about privacy. Social media users are also often concerned about their personal information exposure. It is even reluctant to describe personal information in profile. However, some users describe their personal information in detail on their profile, provide it freely when others request it, or post their own personal information. The survey was conducted using Google Docs centered on Facebook users. Structural equation model analysis was used for hypothesis testing. As an independent variable, we use personal information infringement experiences. As a mediator, we use privacy indifference, privacy concern, and the relationship with the act of providing personal information. Social media users have become increasingly aware of the fact that they can not distinguish between the real world and online world by strengthening their image and enhancing their image in the process of strengthening ties, sharing lots of information and enjoying themselves through various relationships. Therefore, despite the high degree of privacy indifference and high degree of privacy concern, the phenomenon of privacy paradox is also present in social media.

• Informatization Policy
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• v.22 no.3
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• pp.16-35
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• 2015

Recently, several studies in the field of privacy research suggested counterintuitive phenomenon about previous studies on existing perspectives. They claim that consistency of attitude and behavior does not exist, which is called privacy paradox. This study aims to clarify the relationship between intention to information disclosure and actual behavior based on the privacy paradox perspective. It attempts to explain the causes of privacy paradox phenomenon through the dual process theory being discussed in the field of behavioral economics. The results of empirical analysis are as follows. First, paired t-test analysis between intention to information disclosure and actual behavior was statistically significant. This means the existence of privacy paradox. Second, privacy risk had significant explanatory power to behavioral intention, and privacy trust had significant explanatory power to actual behavior. In conclusion, this study shows that negative belief influences decision making situation controlled by rational thinking whereas positive belief influences actual situations controlled by intuitive thinking.

• Journal of Korea Multimedia Society
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• v.22 no.9
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• pp.1046-1054
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• 2019

With regard to the diffusion of mobile Internet service and generational differences for Internet use, this study aims to explore the relationship between the Internet activities and privacy concern based on the media dependency theory. Using the Korea Media Panel data produced by KISDI in 2018, this study analysed 8,988 nation-wide samples to test the difference of Internet use in personal privacy concern among generations. The results of the study showed that there was statistically significant difference for privacy concern among generations. This study has an implication to reveal the phenomenon of 'privacy paradox' by showing that SNS use negatively influenced users' privacy concern.

• Asia pacific journal of information systems
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• v.30 no.4
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• pp.919-945
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• 2020

Social media platforms such as Instagram and Facebook lead to potential security risks, which consequently raise public concerns about privacy. However, most people rarely make active efforts to protect their personal data, even though they have shown increasing concerns about privacy. Therefore, this study examines the factors that determine social media users' behavior of using privacy settings and testifies the existence of privacy paradox in such a context. In addition, it investigates the mediating effects of implementation intentions on the relationship between intentions and behaviors. In the study, we collected data through questionnaires, and the respondents were undergraduate and graduate students in South Korea. After a pilot test (n = 92) and a set of face-to-face interviews, 266 usable responses were retrieved for data analysis finally. The results confirmed the existence of the privacy paradox regarding the use of social media privacy settings. And the implication intention did positively mediate the relationship between intention and behavior in the context of social media privacy settings. To the best of our knowledge, our study is the first in the information privacy literature to introduce the notion of implementation intention which is a much more powerful explanation and prediction of actual behavior than the (behavioral) intention.

• Informatization Policy
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• v.27 no.1
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• pp.72-91
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• 2020

In this study, we classified SNS into open and closed types, and empirically examined in which SNS activity the privacy paradox holds. The idea comes from the argument that privacy paradox may be observed differently in the open SNS, which is more vulnerable to the leakage of personal information due to public profiles, and the closed SNS, which is relatively less vulnerable by limiting the range of acquaintances, The results of the empirical analysis are as follows. First, in case of SNS usage, the privacy paradox holds in the overall SNS activities, but different conclusions are drawn according to open and closed SNS. In particular, it is found that as privacy concerns increase, individuals respond in a reasonable and desirable way to reduce SNS activity in the open SNS, which is more susceptible to infringement. Second, in the case of SNS activity intensity, (i) heavy users are more seriously aware of the probability of privacy infringement than light users, so there is a reasonable response to reducing the intensive margin with increasing privacy concerns, and (ii) this tendency is more clearly observed in open SNS, which is more vulnerable to privacy infringement. Accordingly, insisting that the privacy paradox is empirically established by observing only the overall SNS activities without distinguishing them into open and closed SNS may be interpreted as a "Fallacy of Composition."