Information Systems Review (경영정보학연구)

The Korea Society of Management Information Systems (한국경영정보학회)
권호 표지

An Exploratory Study of Privacy Issues and Concerns in the Digital Convergence Environment

디지털 컨버전스 환경에서의 프라이버시 이슈와 프라이버시 침해 우려

  • Published : 2009.08.31
Download PDF
⟨ Previous Next ⟩

Abstract

Collection and use of personal information have enabled firms to improve their value propositions by offering personalization. On the other hand, they have caused widespread concerns by consumers that their privacy is invaded. Because previously distributed personal information can be integrated and utilized to offer more personalized services, those concerns may be intensified with the progress of the digital convergence environment. In this study, factors for privacy invasion and their impact on the privacy concerns are suggested. Then, an empirical study is conducted to examine some of the suggestions. From the analysis, several results are derived. First, as more personal data are collected, secrecy and autonomy concerns increase exponentially rather than steadily. Second, as targeting accuracy is improved, greater secrecy and autonomy concerns are expressed by consumers, but less seclusion concerns. Finally, monetary reward such as coupons can reduce seclusion concerns when targeting accuracy is high. Based on the results, implications for managing consumer privacy concerns are provided under digital convergence environment.

기업의 개인정보 수집 및 활용은 소비자에게 개인화된 상품과 서비스를 제공할 가능성을 높여주는 반면에, 소비자의 프라이버시 침해에 대한 우려를 유발시키는 양면성을 지니고 있다. 특히 TPS(Triple Play Service) 혹은 QPS(Quadruple Play Service) 등으로 대표되는 디지털 컨버전스 상품의 출시로 인해 개인 정보가 통합되면서 개인의 프라이버시 침해 우려는 더욱 높아질 것으로 예상된다. 이러한 배경하에 본 연구에서는 디지털 컨버전스 환경에서 부각되는 프라이버시 침해 요인들을 도출하고 이 요인들이 프라이버시의 구성 요소들에 미치는 잠재적 영향을 제시하였다. 또한 설문을 통해 수집된 데이터를 바탕으로 실증 분석을 수행하였으며, 주요 분석 결과는 다음과 같다. 첫째, 정보가 집중화 될수록 정보 프라이버시 및 관찰 프라이버시 침해 우려는 급격하게 높아진다. 둘째, 개인화 서비스의 정확성 향상은 정보 프라이버시와 관찰 프라이버시 침해 우려를 증가시키는 반면, 간섭 프라이버시에 대한우려는 감소시킨다. 마지막으로, 개인화 서비스의 정확성이 높은 경우에, 쿠폰과 같은 금전적 보상은 간섭 프라이버시를 감소시키는 효과를 가짐을 확인하였다. 분석 결과를 바탕으로 결론과 디지털 컨버전스 환경에서의 프라이버시 우려에 대응하기 위한 실무적 시사점을 제시하였다.

Keywords

References

  1. 김상택, "유선과 무선의 결합: 원폰 서비스", 정보통신정책연구, 제12권, 제3호, 2005, pp.105-128
  2. 김응렬, "개인정보 · 프라이버시 침해 정보화 시대 최대 역기능", 디지털타임즈, 2007년 2월 8일，http://www.dt.co.kr/contents.htm?artic1e_no=2007020802010251618002(2009년 4월 10일 접속)
  3. 양춘경, "번들링을 넘어 블렌딩으로", 전자신문, 2007년 4월
  4. 장석권, 조동호, 최진성, 장병수, 장세명, 한수용, 윤종호, 이웅희, 이영호, 김용규, 민원기, 디지털 컨버전스 전략, 교보문고, 2005
  5. Arango, T., "Cable Finns Join Forces to Attract Focused Ads", The New York Times, March,2008
  6. Chen, Y., C. Narasimhan, and Z. J. Zhang, Individual Marketing with Imperfect Targetability", Marketing Science, Vol.20, No.1, 2001, pp. 23-41 https://doi.org/10.1287/mksc.20.1.23.10201
  7. Covell, A., Digital Convergence Phase 2, Stipes Publishing L. L. C., Illinois, 2004
  8. C띠an， M. J., "How Did They Get My Name?:An Exploratory Investigation of Consumer Attitudes Toward Secondary Information Use", MIS Quarterly， Vo1.17, No.3, 1993, pp. 341-363 https://doi.org/10.2307/249775
  9. C띠an， M. J., and P. K. Annstrong, Infofmation Privacy Concerns, Procedural Faimess, and Impersonal Trust: An Epirical Investigation", Organization Science, Vo1.10, No.l, 1999, pp.104-115 https://doi.org/10.1287/orsc.10.1.104
  10. Dinev, T., and P. Hart, "An Extended Privacy Calculus Model for E-Connnerce Transactions", Information Systems Research, Vo1.17, No.l,2006, pp. 61-80 https://doi.org/10.1287/isre.1060.0080
  11. Fayyad, U., G. Piatetsky-Shapiro, and P. Smyth, "From data mining to knowledge discovery in databases", Communications of the ACM, Vol.39,No.11, 1996, pp. 37-54
  12. Fox, S., L. Rainie, J. Horrigan, A. Lenhart, T.Spooner, and C. Carter, Trust and Privacy Online: Why Americans Want to Rewrite theRules, Pew Intemet and American Life Project,Washington DC, 2000
  13. Gubbins, E., "Privacy matters," Telephony Online, February 2008
  14. http://telephonyonline.com/access/news/telecom_privacy_matters/(Accssed March 2009)
  15. Harris Interactive, Privacy On and off the Internet:What Consumers Want, Harris Interactive Inc.,New York:, NY, February 2002
  16. Harris Louis and Associates, and A. F. Westin, Harris-Equifax Consumer Privacy Survey 1991, Equifax, Inc., Atlanta, Georgia, 1991
  17. Holson, L. "Privacy Lost: These Cellphones Can Find You", The New York Times, October 2007
  18. http://www.nytimes.com/2007/l0/23/technology/23mobile.html?fta = y (Accessed March 2009)
  19. Hui, K. L., and I. P. L. Png, "The Economics of Privacy", in Economics and Information Systems, T. Hendershott (eds.), 2006, pp. 471-497
  20. Hui, K. L., H. H. Teo, and S-Y. T. Lee, "The Value of Privacy Assurance: An Exploratory Field Experiment", MIS Quarterly, Vo1.31, No.l, 2007,pp. 19-33. https://doi.org/10.2307/25148779
  21. Lacy, S. and J. M. Bauer, "Future Directions forMedia Economic Research", in Handbook of Media Management and Economics, A. B.Albarran(eds.)， New Jersey: Lawrence Erlbaum Associates, 2006, pp. 655-674
  22. Laufer, R. S., and M. Wolfe, "Privacy as a Conceptand a Social Issue: A Multidimensional Developmental
  23. Theory", Journal of Social Issues, Vo1.33, 1977,pp. 22-42
  24. Luo, X., "Trust production and privacy concerns onthe Intemet A framework based on relationship marketing and social exchange theory", Industrial Marketing Management, Vo1.31, 2002,pp. 111-118
  25. Malhotra, N. K., S. S. Kim, and J. Agarwal, :Internet Users’ Information Privacy Concerns(IUIPC): The Construct, the Scale, and a Causal Model," Information Systems Research, Vo1.15,No.4, 2004, pp. 336-355 https://doi.org/10.1287/isre.1040.0032
  26. Mason, R. O., "Four Etlrical Issues of ilie Infonnation Age", MIS Quarterly， Vol.10, No.1, 1986,pp. 4-12
  27. Mineta, N., Opening Statement at Online PrivacyTechnologies Workshop and Technology Fair. U. S. Department of Connnerce, Washington,D. c., September 19, 2000 http://www.ntia.doc.gov/ntiahome/privacy/900workshop/mineta91900.htm. (Accessed March 2009)
  28. Nelson, B. and D. Tagliavia, "Convergence and Bundling: The Impact on State and LocalTelecommunications Taxes", State and Local Tax Lawyer, Vo1.5, 2000
  29. Patterson, M., L. O’ Malley, and M. Evans, “Database marketing: investigating privacy concems", Journal of Marketing Communications, Vo1.3,No.3, 1997, pp. 151-174 https://doi.org/10.1080/13527269500000015
  30. Phelps, J., G. Nowak, and E. Ferrell, "Privacy Concerns and Consumer Willingness to ProvidePersonal Infonnation", Journal of Public Policy and Marketing, Vol.l9, No.l, 2000， pp. 27-41 https://doi.org/10.1509/jppm.19.1.27.16941
  31. Salz, P. A., "High Perfonnance", The Wall Street Journal, April 2006
  32. Sharma, A., "Phone Giants Roll Out "Three Screen' Strategy", The Wall Street Journal, June 2008
  33. Shen, G., R. S. Tucker, and C. J. Chae, "FixedMobile Convergence Architectures for Broad Access: Integration of EPON and WtMAX", IEEE Communications Magazine, Vol.45, No.8,2007, pp. 44-50 https://doi.org/10.1109/MCOM.2007.4290313
  34. Silva, J., "Selling numbers", RCR Wìreless, August 2007.
  35. http://www.rcrwireless.comfapps/pbcs.dll/artic1e?AID=/20070825/SUB/70825021/1011.[Accessed March 2009]
  36. Smith, H. J., S. J. Milberg, and S. J. Burke, "Information Privacy: Measuring Individuals' Concerns about Organizational Practíces", MIS Quarterly， Vo1.20, No.2, 1996, pp. 167-196 https://doi.org/10.2307/249477
  37. Son, J-Y., and S. S. Kim, "Intemet Users’ Information Privacy-Protective Responses: A Taxonomy and A Nomological Model", MIS Quanerly, Vol.32， No.3, 2008, pp. 503-529
  38. Standage, T., "Your telephone is ringing", The Economist, October 2006
  39. Steel, E., and V. Kumar, "Targeted Ads Raise Privacy Concerns", The Wall Street Journal, July 2008
  40. http://online.wsj.com/article/SBI2154846943073490l.html [Accessed March 2009]
  41. Stelter, B., "In Foray Into TV, Google Is to TrackAd Audiences", The New York Times, October 2007
  42. Stone, E. F., D. G. Gardner, H. G. Gueutal, and S. McClure, "A Field Experiment Comparing Information-Privacy Values Beliefs, and Attitudes Across Several Types of Organizations"， Journal of Applied Psychology, Vo1.68 No.3, 1983, pp.459-468 https://doi.org/10.1037/0021-9010.68.3.459
  43. Stremersch, S., G. J. Tellís, "Strategic bundling of products and prices: a new synthesis for marketing", Journal of Marketing, Vol.66 No.l,2002. pp. 55-72
  44. Tardiff, T. J., "Changes in industry structure and technological convergence: implications for competition policy and regulation in telecommunications", lnternational Economics and Economic Policy, Vol.4. No.2, 2007, pp. 109-133 https://doi.org/10.1007/s10368-007-0083-7
  45. Westin, A. F., Privacy and Freedom, New York,NY: Atheneum, 1967
  46. Webster, J., R. T. Watson, "Analyzing the Past to Prepare for the Future: Writing a Literature Review", MIS Quanerly, Vol.26 No.2, 2002,pp. 13-23
  47. Whoriskey, P., "FTC Wants top Know What Big Brother Knows About You", The Washington Post, May 2008
  48. Wikipedia contributors, Digital Media, Wikipedia, The Free Encylopedia; 9 April 2009， at 19: 17(UTC), http://en.wikipedia.org/wiki/Digital_medial[Accessed April 10, 2009].
  49. Wilson, C., "Privacy matters: Consumers beware", Telephony Online, February 2008
  50. http:/jtelephonyonline.com/access/news/privacy-consumer-groups-02251 [Accessed March 2009]
  51. Wirth, M. O., "Issues in Media Convergence", in handook of Media Management and Economics,A. B. Albarran (eds.)， New Jersey: Lawrence Erlbaum Associates, 2006, pp. 445-462
  52. Wood, N., "MMA responds to mobile marketing complaint", Total Telecom, 2009， http://www.totaltele.comjview.aspx?C=O&ID=443560[Accessed March 2009]
  53. Wu, I., "Canada, South Korea, Netherlands and Sweden: regulatory implications of the convergence of telecommunications, broadcasting and Internet services", Telecommunications Policy, Vol.28, No.1, 2004, pp. 79-96 https://doi.org/10.1016/j.telpol.2003.05.001
  54. University of California-Los Angeles Center for Communications Policy. The UCLA Internet report 2001 : Surveying the digital future, 2001.
  55. Yoffie, D. B., "Introduction: Chess and competing in the age of digital convergence", in D. B. Yoffie (eds.), Competing in age of digital convergence, Boston: Harvard Business School Press, 1997, pp. 1-35