한국의류학회지 (Journal of the Korean Society of Clothing and Textiles)

  • 제47권3호
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  • Pages.442-458
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  • 2023
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  • 1225-1151(pISSN)
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  • 2234-0793(eISSN)
한국의류학회 (The Korean Society of Clothing and Textiles)
권호 표지
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신체 정보를 활용한 사이즈 추천 서비스에 대한 소비자의 정보 프라이버시 염려와 정보 제공 의도 -프라이버시 계산 이론을 중심으로

Effect of Consumers' Privacy Concerns on Information Disclosure Intentions for Size Recommendation Services Based on Body Information -Focusing on Privacy Calculus Theory

  • 서상우 (전주대학교 패션산업학과)
  • Sangwoo Seo (Dept. of Fashion Business, Jeonju University)
  • 투고 : 2022.10.13
  • 심사 : 2023.02.22
  • 발행 : 2023.06.30
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초록

This study aimed to elucidate the information privacy attitudes and behaviors of users of size recommendation services based on body information. Focusing on the privacy calculus theory, the effects of information privacy concerns as well as perceived risk and benefit of information disclosure on information disclosure intention were analyzed. Consumers who used size recommendation services based on body information were surveyed from August 18 to 24, 2022. Analysis of the 251 responses collected revealed that information privacy concerns did not significantly affect information disclosure intention. Information privacy concerns had a positive effect on perceived privacy risk; however, perceived privacy risk had a negative effect on information disclosure intention, while perceived privacy benefit had a positive effect on information disclosure intention. Therefore, the privacy calculus theory confirms the existence of the privacy paradox, revealing perceived privacy benefit has a greater impact on information disclosure intention than perceived privacy risk.

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참고문헌

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