Browse > Article
http://dx.doi.org/10.13089/JKIISC.2012.22.6.1419

The Online Privacy Policy: Recognition, Confirmation and its Effects on Online Transaction Behavior  

Jang, Wonchang (Inha University)
Shin, Ilsoon (Inha University)
Publication Information
Journal of the Korea Institute of Information Security & Cryptology / v.22, no.6, 2012 , pp. 1419-1427 More about this Journal
Abstract
This paper deals with the online privacy policy, which is designed to solve the information asymmetry problem between websites and internet users. We empirically analyze the recognition, confirmation of the online privacy policy, and its effects on online transaction behavior using a rich survey data representing 5,422 Korean internet users. Major results are as follows. First, there exists a significant difference between recognition and confirmation, and confirmation behavior is positively related with the importance of privacy issue and the experience of privacy invasion. Second, binary variable regressions show that internet user tends to participate in online transaction if he/she confirms the online privacy policy positively. Finally, if websites would make online privacy policy easy and short, a yearly online transaction market size of Korea would increase by 0.46 million participants and 22.4 billion KRW.
Keywords
Online Privacy Policy; Recognition and Confirmation; Privacy Paradox; Online Transaction;
Citations & Related Records
연도 인용수 순위
  • Reference
1 이동주, 김명수, "e-비즈니스 기술 : 전자상거래 이용자들의 정보 프라이버시 우려와 반응 행동에 대한 실증 연구," e-비즈니스연구, 12(2), pp. 365-383, 2011.
2 이상원, 계량분석론, 인하대학교 출판부, 2006.
3 한국인터넷진흥원, 2010년 인터넷이용실태조사, 한국인터넷진흥원, 2010.
4 한국인터넷진흥원, 2010년 정보보호실태조사(개인편), 한국인터넷진흥원, 2011.
5 A. Acquisti and J. Grossklags, "Privacy attitudes and privacy behavior: Losses, gains, and hyperbolic discounting," Economics of Information Security Advances in Information Security, vol. 12, pp. 165-178, 2004.
6 N.F. Awad and M.S. Krishnan, "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, pp. 13-28, March 2006.
7 T. Dinev and P. Hart, "An extended privacy calculus model for e-commerce transactions," Information Systems Research, vol. 17, no. 1. pp. 61-80, March 2006.
8 Patricia A. Norberg, Daniel R. Horne, and David A. Horne, "The privacy paradox: personal information disclosure intentions versus behaviors," Journal of Consumer Affairs, vol. 41, pp. 100-126, Summer 2007.   DOI   ScienceOn
9 Privacy & American Business, "New survey reports an increase in ID theft and decrease in consumer confidence," Harris Interactive, May 2005.
10 J. Tsai, S. Egelman, L. Cranor, and A. Acquisti, "The effect of online privacy information on purchasing behavior: an experimental study," Information Systems Research, vol. 2, no. 2, pp. 254-268, June 2011.
11 J. Turow, L. Feldman, and K. Meltzer, "Open to exploitation: American shoppers online and offline," A Report from the Annenberg Public Policy Center of the University of Pennsylvania, 2005.