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http://dx.doi.org/10.9708/jksci.2022.27.01.193

A Study on the Information Privacy Concerns in Social Log-in Service  

Kim, Yujin (Dept. of Business Administration, Chungbuk National University)
Lee, Hyung-Seok (School of Business, Chungbuk National University)
Publication Information
Journal of the Korea Society of Computer and Information / v.27, no.1, 2022 , pp. 193-200 More about this Journal
Abstract
In this paper, we examined the causes of privacy concerns and related factors in social log-in services. On the basis of the 'principal-agent theory,' we established factors such as perceived information asymmetry and fear of seller opportunism affecting information privacy concern of social log-in services users. In addition, we analyzed the relationship between the information privacy concern and intention to use on the basis of the 'privacy calculus theory'. The results of the study showed that (1) fear of seller opportunism had the significant effect on information privacy concerns, (2) information privacy concerns had the significant effect on perceived risk, (3) in accordance with the privacy calculus theory, perceived risk had the negative effect on intention to use, while perceived benefit had the positive effect on intention to use. The findings of the study are expected to help to improve the social log-in service firms' understanding for customers' information privacy protection behaviors.
Keywords
Social log-in; Information privacy; Perceived risk; Principal-agent theory; Privacy calculus theory;
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Times Cited By KSCI : 3  (Citation Analysis)
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