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http://dx.doi.org/10.36498/kbigdt.2020.5.2.201

An Investigation of a Role of Affective factors in Users' Coping with Privacy Risk from Location-based Services  

Park, Jonghwa (울산과학기술원 경영공학과)
Jung, Yoonhyuk (고려대학교 미디어학부)
Publication Information
The Journal of Bigdata / v.5, no.2, 2020 , pp. 201-213 More about this Journal
Abstract
Despite empirical research that the response to human risk is significantly influenced affective factors, the role of affective factors has been unexplored in information privacy research. This study aims to explore the privacy behaviors of location-based service (LBS) users from an affective point of view. Specifically, the study explored the relationship between three types of privacy threats (collection, hacking, secondary use), two affects (worry, anger), and a coping behavior (continuous use intentions). The structured survey was conducted with 552 users. In order to analyze the effect of the combination of perception of particular privacy threats and particular affects on the intention of continuous use, association rules, one of the data mining techniques, was employed. As a result, there was a difference in the intention to use according to the combination of the perception of risk and affect responses, and the most significant influence on the intention is when the second use of personal information was combined with anger. This study has significant theoretical contribution in that it includes affective factors in the research of information privacy users, complementing the biases of existing cognition-oriented approaches and providing a comprehensive understanding of privacy response behavior.
Keywords
Association rule; Emotion; Location-based service; Privacy;
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