Information Systems Review (경영정보학연구)

The Korea Society of Management Information Systems (한국경영정보학회)
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An Empirical Study of B2C Logistics Services Users' Privacy Risk, Privacy Trust, Privacy Concern, and Willingness to Comply with Information Protection Policy: Cognitive Valence Theory Approach

B2C 물류서비스 이용자의 프라이버시 위험, 프라이버시 신뢰, 프라이버시 우려, 정보보호정책 준수의지에 대한 실증연구: 인지밸런스이론 접근

  • Se Hun Lim (Department of Management Information Systems, Sangji University) ;
  • Dan J. Kim (Department of Information Technology and Decision Sciences, University of North Texas)
  • 임세헌 (상지대학교 경영정보학과) ;
  • 김단종 (북텍사스대학교 정보기술과 의사결정학과 )
  • Received : 2019.09.23
  • Accepted : 2020.01.20
  • Published : 2020.05.31
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Abstract

This study investigates the effects of privacy psychological characteristics of B2C logistics services users on their willingness to comply with their logistics companies' information protection policy. Using cognitive valence theory as a theoretical framework, this study proposes a research model to examine the relationships between users' logistics security knowledge, privacy trust, privacy risk, privacy concern, and their willingness of information protection policy compliance. To test the proposed model, we conducted a survey from actual users of logistics services and collected valid 151 samples. We analyzed the data using a structural equation modeling software. The empirical results show that logistics security knowledge positively affects privacy trust; privacy concern positively influences privacy risk; privacy trust, privacy risk, and privacy concern positively influence behavioral willingness of compliance. However, logistics security knowledge does not affect behavioral willingness of compliance. The results of the study provide several contributions to the literature of B2C logistics services domain and managerial implications to logistics services companies.

본 연구는 B2C 물류서비스 이용자의 프라이버시 심리를 조사하였다. 본 연구에서는 인지밸런스이론을 이용해 이론적 프레임워크를 개발하였고, 이 프레임워크를 이용해 물류보안지식, 프라이버시 신뢰, 프라이버시 위험, 프라이버시 우려, 개인정보보호를 위한 컴플라이언스 행동의지에 대한 연구모델을 제안하였다. 그리고, B2C 물류서비스 이용자들을 대상으로 설문조사를 통해, 151부의 유효한 응답을 획득하였고, 구조방정식 소프트웨어를 이용해 실증분석을 하였다. 실증분석 결과를 살펴보면, 물류보안지식은 프라이버시 신뢰와 위험에 영향을 미쳤고, 프라이버시 신뢰는 컴플라이언스 행동의지에 영향을 미쳤다. 그러나, 물류보안지식은 컴플라이언스 행동의지에 영향을 미치지 않았다. 본 연구결과는 물류서비스에서 정보보안과 프라이버시 보호가 중시되는 현 시점에서 연구자들에게 물류보안 연구를 위한 이론적 시사점을 제공해 줄 것이고, 실무자들에게는 보다 안전한 물류서비스 개발을 위한 시사점을 제공해 줄 것이다.

Keywords

Acknowledgement

본 연구자들은 초기 원고에 유익한 고견을 제안해주신 편집위원장님과 편집위원님, 그리고 세 분의 심사위원님들께 진심으로 감사의 마음을 전합니다. 더불어 본 연구자들은 설문조사에 도움을 제공해주신 상지대학교 컴퓨터공학과 박홍진 교수님과 교직과 이태상 교수님께 진심으로 감사의 마음을 전합니다.

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