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An Exploratory Study of Privacy Issues and Concerns in the Digital Convergence Environment  

Bang, Young-Sok (Department of Management Engineering, KAIST Business School)
Lee, Dong-Joo (Division of Management, Hansung University)
Ahn, Jae-Hyeon (KAIST Graduate School of Information and Media Management)
Publication Information
Information Systems Review / v.11, no.2, 2009 , pp. 91-111 More about this Journal
Abstract
Collection and use of personal information have enabled firms to improve their value propositions by offering personalization. On the other hand, they have caused widespread concerns by consumers that their privacy is invaded. Because previously distributed personal information can be integrated and utilized to offer more personalized services, those concerns may be intensified with the progress of the digital convergence environment. In this study, factors for privacy invasion and their impact on the privacy concerns are suggested. Then, an empirical study is conducted to examine some of the suggestions. From the analysis, several results are derived. First, as more personal data are collected, secrecy and autonomy concerns increase exponentially rather than steadily. Second, as targeting accuracy is improved, greater secrecy and autonomy concerns are expressed by consumers, but less seclusion concerns. Finally, monetary reward such as coupons can reduce seclusion concerns when targeting accuracy is high. Based on the results, implications for managing consumer privacy concerns are provided under digital convergence environment.
Keywords
Personal Information; Privacy Concern; Digital Convergence; Privacy Issue;
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