Information Systems Review (경영정보학연구)

The Korea Society of Management Information Systems (한국경영정보학회)
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The Effect of Privacy Policy Awareness on the Willingness to Provide Personal Information in Electronic Commerce

전자상거래의 프라이버시 정책 인식이 개인정보제공의도에 미치는 영향

  • Jongki Kim (Dept. of Business Administration, Pusan National University) ;
  • Dawoon Oh (Dept. of Business Administration, Pusan National University)
  • Received : 2016.02.23
  • Accepted : 2016.09.13
  • Published : 2016.09.30
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Abstract

This study investigated the relationship between privacy policy awareness and willingness to provide personal information. Online privacy policies published on the Internet aim to build the trust of consumers and reduce their concerns about the provision of providing personal information. This study uses FIP(FIP; Fair Information Practices) principles to measure awareness of privacy policy. The result of the survey indicates significant relationships among awareness of privacy policy of e-commerce websites, privacy trust, and privacy risk. Privacy policy aims to improve transparency of collection and use of personal information. A high level of privacy trust is related to a high level of willingness to provide personal information on an e-commerce website. A low level of privacy risk is related to a high level of willingness to provide personal information on an e-commerce website. This study found that disposition to trust moderates the relationship between privacy policy awareness and privacy trust. This study contributes to further research on the relationships among privacy policy awareness, privacy trust, and privacy risk. The result of this study can be used by companies that aim to build privacy trust and reduce privacy risk.

본 연구에서는 전자상거래 웹사이트와 인터넷 사용자 간의 신뢰를 높이고 인지된 위험을 완화하는 방법인 프라이버시 정책을 실증적으로 연구하고자 한다. 공정한 정보규정(FIP; Fair Information Practices)의 다섯 가지 요인인 공지, 접근, 선택, 보안, 시행을 통해 프라이버시 정책에 대한 인식을 측정하고 개인정보제공의도에 미치는 영향을 분석하였다. 또한 정책의 인식과 개인정보제공의도 간의 관계에 있어서 인지된 프라이버시 신뢰, 프라이버시 위험의 매개효과를 검증하였고, 개인의 신뢰성향을 프라이버시 정책의 인식과 프라이버시 신뢰 간 관계를 강화하는 요인으로 설정하여 조절효과를 확인하였다. 연구의 결과, 프라이버시 정책 인식과 개인정보제공의도 관계에서 인지된 프라이버시 신뢰와 위험이 통계적으로 유의한 영향을 미치는 것을 확인하였다. 또한 조절변수로 사용된 신뢰성향이 프라이버시 정책의 인식과 프라이버시 신뢰 관계를 강화하는 것으로 나타났다. 본 연구는 공정한 정보규정을 기반으로 프라이버시 정책에 대한 개인의 인식을 측정하여 실증적으로 분석했다는 점에서 의의가 있으며, 연구의 결과가 프라이버시 정책의 향후 연구에 시사점을 제시한다.

Keywords

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