Information Systems Review (경영정보학연구)

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

DOI QR Code

Understanding Privacy Infringement Experiences in Courier Services and its Influence on User Psychology and Protective Action From Attitude Theory Perspective

택배 서비스 이용자의 프라이버시 침해 경험이 심리와 행동에 미치는 영향에 대한 이해: 태도이론 측면

  • Se Hun Lim (Department of International Business, Sangji University) ;
  • Dan J. Kim (Department of Information Technology and Decision Sciences, University of North Texas) ;
  • Hyeonmi Yoo (Department of Business Administration, Ansan University)
  • 임세헌 (상지대학교 국제경영학과 ) ;
  • 김단종 (북택사스대학교 정보기술 및 의사결정과학과) ;
  • 유현미 (안산대학교 경영학과 )
  • Received : 2023.05.03
  • Accepted : 2023.06.24
  • Published : 2023.08.31
Download PDF
⟨ Previous Next ⟩

Abstract

Courier services users' experience of violating privacy affects psychology and behavior of protecting personal privacy. Depending on what privacy infringement experience (PIE) of courier services users, learning about perceived privacy infringement incidents is made, recognition is formed, affection is formed, and behavior is appeared. This paradigm of changing in privacy psychologies of courier services users has an important impact on predicting responses of privacy protective action (PPA). In this study, a theoretical research framework are developed to explain the privacy protective action (PPA) of courier services users by applying attitude theory. Based on this framework, the relationships among past privacy infringement experience (PIE), perceived privacy risk (PPR), privacy concerns (i.e., concerns in unlicensed secondary use (CIUSU), concerns in information error (CIE), concerns in improper access (CIA), and concern in information collection (CIC), and privacy protective action (PPA) are analyzed. In this study, the proposed research model was surveyed by people with experience in using courier services and was analyzed for finding relationships among research variables using structured an equation modeling software, SMART-PLS. The empirical results show the causal relationships among PIE, PPR, privacy concerns (CIUSU, CIE, CIA, and CIC), and PPA. The results of this study provide useful theoretical implications for privacy management research in courier services, and practical implications for the development of courier services business model.

본 연구는 택배 이용자의 프라이버시 침해 경험이 프라이버시 심리와 행동에 미치는 영향을 조사하였다. 택배 이용자가 프라이버시 침해 경험을 가지고 있는가에 따라, 프라이버시 침해 사건에 대해 학습이 이루어지고, 인지가 형성되고, 감정이 형성되고, 행동이 나타난다. 이러한 택배 이용자의 프라이버시 심리의 변화 과정은 프라이버시 보호 행동 반응을 예측하는데 중요하다. 본 연구에서는 태도이론을 응용해 택배 이용자의 프라이버시 심리를 설명하기 위한 연구의 이론적 프레임워크를 개발하였다. 이 프레임워크에 기반해, 택배서비스 이용자의 프라이버시 침해 경험, 인지된 프라이버시 위험, 프라이버시 염려 (즉, 개인정보 오류에 따른 염려, 비인가된 이차 이용에 따른 염려, 개인정보 수집에 따른 염려, 부적절한 개인정보에 대한 접근 염려), 프라이버시 보호 행동의 관계를 분석하였다. 본 연구에서는 제안된 연구모델에 대해 택배서비스 이용 경험이 있는 사람들을 대상으로 설문조사를 하였고, SMART-PLS 구조방정식 소프트웨어를 이용해 실증분석을 하였다. 본 연구의 실증분석 결과는 택배 이용과정에서의 프라이버시 침해 경험, 프라이버시 위험, 프라이버시 염려, 그리고 프라이버시 보호 행동 사이에는 인과관계가 존재하는 것으로 나타났다. 본 연구결과는 안전한 택배 서비스를 위한 프리이버시 보호 행동 연구에 유용한 이론적 시사점을 제공해 주었고, 더불어 보다 안전한 택배 비즈니스 모델 개발에 유용한 실무적 시사점을 제공해 주었다.

Keywords

Acknowledgement

본 연구자들은 논문 품질 개선을 위한 유용한 의견을 제안해주신 편집위원장님, 편집위원님, 그리고 경영정보학연구 리뷰팀께 진심으로 감사드립니다.

References

  1. 서승범, 김승범, 이진표, "온라인 쇼핑몰 택배 서비스 품질 기대치에 대하여 제품 종류가 미치는 영향에 관한 연구", 한국SCM학회지, 제20권, 제1호, 2020, pp. 52-66.  https://doi.org/10.25052/KSCM.2020.05.20.1.52
  2. 오선희, 강민정, "외식소비자의 배달앱 수용에 있어 배달앱에 대한 신뢰가 배달업체의 신뢰로 전이되는 과정에 관한 연구: 기술수용모델 (TAM)을 중심으로", 비즈니스융복합연구, 제8권, 제1호, 2023, pp. 115-122.  https://doi.org/10.31152/JB.2023.02.8.1.115
  3. 이지현, 주형철, "온라인스포츠쇼핑몰 배송서비스품질이 고객만족 및 재이용의도에 미치는 영향", 코칭능력개발지, 제25권, 제1호, 2023, pp. 12-21.  https://doi.org/10.47684/jcd.2023.01.25.1.12
  4. 이향, 황사명, 심상렬, "중국 지능형 택배 서비스의 서비스품질, 고객만족도 및 재이용의도 간의 관계 연구: 지능형 택배함 이용을 중심으로", 통상정보연구, 제22권, 제4호, 2020, pp. 43-62 
  5. 이환수, 박장혁, 장영훈, "프라이버시 보호 노력과 개인의 프라이버시 인식", Entrue Journal of Information Technology, 제14권, 제2호, 2015, pp. 85-98. 
  6. Ajzen, I., "The theory of planned behavior", Organizational Behavior and Human Decision Processes, Vol.50, No.2, 1991, pp. 179-211.  https://doi.org/10.1016/0749-5978(91)90020-T
  7. Awad, N. F. and M. S. Krishnan, No.The personalization privacy paradox: an empirical evaluation of information transparency and the willingness to be profiled online for personalization", MIS Quarterly, Vol.30, No.1, 2006, pp. 13-28.  https://doi.org/10.2307/25148715
  8. Baek, T. H. and M. Morimoto, "Stay away from me: Examining the determinants of consumer anoidance of personalized advertising", Journal of Advertising, Vol.41, No.1, 2012, pp. 59-76  https://doi.org/10.2753/JOA0091-3367410105
  9. Bansal, G., F. M. Zahedi, and D. Gefen, "The Impact of Personal Dispositions on Information Sensitivity, Privacy Concern and Trust in Disclosing Health Information Online", Decision Support Systems, Vol.49, No.2, 2010, pp. 138-150.  https://doi.org/10.1016/j.dss.2010.01.010
  10. Belanger, F. and R. E. Crossler, "Privacy in the digital age: A review of information privacy research in information systems", MIS Quarterly, Vol.35, No.4, 2011, pp. 1017-1042.  https://doi.org/10.2307/41409971
  11. Bellman, S., E., J. Johnson, S. J. Kobrin, and G. L. Lohse, "International differences in information privacy concerns: A global survey of consumers", The Information Society, Vol.20, No.5, 2004, pp. 313-324.  https://doi.org/10.1080/01972240490507956
  12. Boerman, S. C., S. Kruikemeier, and F. J. Borgesius, "Online behavioral advertising: A literature review and research agenda", Journal of Advertising, Vol.46, No.3, 2017, pp. 363-376.  https://doi.org/10.1080/00913367.2017.1339368
  13. Cohen, J., Statistical Power Analysis for the Behavioral Sciences, Lawrence Erlbaum Associates, Inc, 1977. 
  14. Dinev, T. and P. Hart, "An extended privacy calculus model for E-commerce transactions", Information Systems Research, Vol.17, No.1, 2006, pp. 61-80.  https://doi.org/10.1287/isre.1060.0080
  15. Dinev, T., M. Bellotto, P. Hart, V. Russo, I. Serra, and C. Colautti, "Privacy calculus model in e-commerce: A study of Italy and the United States", European Journal of Information Systems, Vol.15, No.4, 2006, pp. 389-402.  https://doi.org/10.1057/palgrave.ejis.3000590
  16. Fishbein, M. and I. Ajzen, Belief, attitude, intention and behavior: An introduction to theory and research, MA: Addison-Wesley, 1975. 
  17. Hair Jr, J. F., G. T. M. Hult., C. Ringle, and M. Sarstedt, A primer on partial least squares structural equation modeling(PLS-SEM), Sage Publications, 2016.. 
  18. Hilgard, E. R., "The trilogy of mind: Cognition, affection, and conation", Journal of the History of the Behavioral Sciences, Vol.16, No.2, 1980, pp. 107-117.  https://doi.org/10.1002/1520-6696(198004)16:2<107::AID-JHBS2300160202>3.0.CO;2-Y
  19. Hui, K. L., H. H. Teo, and S. Y. T. Lee, "The value of privacy assurance: An exploratory field experiment", Mis Quarterly, Vol.31, No.1, 2007, pp. 19-33.  https://doi.org/10.2307/25148779
  20. Jiang, Z., C. S. Heng, and B. C. Choi, "Research note-privacy concerns and privacy-protective behavior in synchronous online social interactions", Information Systems Research, Vol.24, No.3, 2013, pp. 579-595.  https://doi.org/10.1287/isre.1120.0441
  21. Johnston, A. C. and M. Warkentin, "Fear appeals and information security behaviors: An empirical study", MIS Quarterly, Vol.34, No.3, 2010, pp. 549-566.  https://doi.org/10.2307/25750691
  22. Kim, B., M. Choi, and I. Han, "User behaviors toward mobile data services: The role of perceived fee and prior experience", Expert Systems with Applications, Vol.36, No.4, 2009, pp. 8528-8536.  https://doi.org/10.1016/j.eswa.2008.10.063
  23. Leon, S., C. Chen, and A. Ratcliffe, "Consumers' perceptions of last mile drone delivery", International Journal of Logistics Research and Applications, Vol.26, No.3, 2023, pp. 345-364.  https://doi.org/10.1080/13675567.2021.1957803
  24. Li, W. and Z. Huang, "The research of influence factors of online behavioral advertising avoidance", American Journal of Industrial and Business Management, Vol.6, No.9, 2016, pp. 947-957.  https://doi.org/10.4236/ajibm.2016.69092
  25. Liang, H. and Y. Xue, "Avoidance of information technology threats: A theoretical perspective", MIS Quarterly, Vol.33, No.1, 2009, pp. 71-90.  https://doi.org/10.2307/20650279
  26. Liang, H. and Y. Xue, "Understanding security behaviors in personal computer usage: A threat avoidance perspective", Journal of the Association for Information Systems, Vol.11, No.7, 2010, pp. 394-413.  https://doi.org/10.17705/1jais.00232
  27. Lim, S. H., J. Y. Sung, D. K. Kim, and D. J. Kim, "A Study of Consumers' Perceived Risk, Privacy Concern, Information Protection Policy, and Service Satisfaction in the Context of Parcel Delivery Services", Asia Pacific Journal of Information Systems, Vol.27, No.3, 2017, pp. 156-175.  https://doi.org/10.14329/apjis.2017.27.3.156
  28. Liu, C., J. T. Marchewka, J. Lu, and C. S. Yu, "Beyond concern: A privacy-trust-behavioral intention model of electronic commerce", Information & Management, Vol.42, No.2, 2005, pp. 289-304.  https://doi.org/10.1016/j.im.2004.01.003
  29. 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, Vol.15, No.4, 2004, pp. 336-355.  https://doi.org/10.1287/isre.1040.0032
  30. Milberg, S. J., H. J. Smith, and S. J. Burke, "Information privacy: Corporate management and national regulation", Organization Science, Vol.11, No.1, 2000, pp. 35-57.  https://doi.org/10.1287/orsc.11.1.35.12567
  31. Nunnally, J. C. and I. H. Bernstein, Psychometric theory (3rd ed.), New York, NY: McGraw-Hill, 1994. 
  32. Parasuraman, S. and M. Igbaria, "An examination of gender differences in the determinants of computer anxiety and attitudes toward microcomputers among managers", International Journal of Man-Machine Studies, Vol.32, No.3, 1990, pp. 327-340.  https://doi.org/10.1016/S0020-7373(08)80006-5
  33. Pavlou, P. A., "State of the information privacy literature: Where are we now and where should we go?", MIS Quarterly, Vol.35, No.4, 2011, pp. 977-988.  https://doi.org/10.2307/41409969
  34. Petre, M., S. Minocha, and D. Roberts, "Usability beyond the website: An empirically-grounded e-commerce evaluation instrument for the total customer experience", Behaviour & Information Technology, Vol.25, No.2, 2006, pp. 189-203.  https://doi.org/10.1080/01449290500331198
  35. Ramesh, R., S. V. Prabhu, B. Sasikumar, B. K. Devi, P. Prasath, and S. P. R. Kamala, "An empirical study of online food delivery services from applications perspective", Materials Today: Proceedings, Vol.80, 2023, pp. 1751-1755. 
  36. Rosenberg, M. J., "A structural theory of attitude dynamics", Public Opinion Quarterly, Vol.24, No.2, 1960, pp. 319-340.  https://doi.org/10.1086/266951
  37. Smith, H. J., J. S. Milberg, and J. S. Burke, "Information privacy: Measuring individuals' concerns about organizational practices", MIS Quarterly, Vol.20, No.2, 1996, pp. 167-196.  https://doi.org/10.2307/249477
  38. Smith, H. J., T. Dinev, and H. Xu, "Information privacy research: An interdisciplinary review", MIS Quarterly, Vol.35, No.4, 2011, pp. 989-1016.  https://doi.org/10.2307/41409970
  39. Son, J. Y. and S. S. Kim, "Internet users' information privacy-protective responses: A taxonomy and a nomological model", MIS Quarterly, Vol.32, No.2, 2008, pp. 503-529.  https://doi.org/10.2307/25148854
  40. Stewart, K. A. and A. H. Segars, "An empirical examination of the concern for information privacy instrument", Information Systems Research, Vol.13, No.1, pp. 36-49. 
  41. Tao, J., H. Dai, W. Chen, and H. Jiang, "The value of personalized dispatch in O2O on-demand delivery services", European Journal of Operational Research, Vol.304, No.3, 2023, pp. 1022-1035.  https://doi.org/10.1016/j.ejor.2022.05.019
  42. Taylor, S. and P. Todd, "Assessing IT usage: The role of prior experience", MIS Quarterly, Vol.19, No.4, 1995, pp. 561-570.  https://doi.org/10.2307/249633
  43. Tsai, Y. T. and P. Tiwasing, "Customers' intention to adopt smart lockers in last-mile delivery service: A multi-theory perspective", Journal of Retailing and Consumer Services, Vol.61, 2021, 102514. 
  44. Van Slyke, C., J. T. Shim, R. Johnson, and J. J. Jiang, "Concern for information privacy and online consumer purchasing", Journal of the Association for Information Systems, Vol.7, No.6, 2006, pp. 415-444.  https://doi.org/10.17705/1jais.00092
  45. Warren, S. D. and L. D. Brandeis, "The right to Privacy", Harvard Law Review, Vol.4, No.5, 1980, pp. 193-220  https://doi.org/10.2307/1321160
  46. Xu, H., T. Dinev, J. Smith, and P. Hart, "Information Privacy Concerns: Linking Individual Perceptions with Institutional Privacy Assurances", Journal of the Association for Information Systems, Vol.12, No.12, 2011, pp. 798-824  https://doi.org/10.17705/1jais.00281
  47. Yeo, V. C. S., S. K. Goh, and S. Rezaei, "Consumer experiences, attitude and behavioral intention toward online food delivery(OFD) services", Journal of Retailing and Consumer Services, Vol.35, 2017, pp. 150-162. https://doi.org/10.1016/j.jretconser.2016.12.013