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http://dx.doi.org/10.13089/JKIISC.2014.24.1.183

The Impact of Privacy Policy Layout on Users' Information Recognition  

Ko, Yumi (SOMANSA Co., Ltd.)
Choi, Jaewon (Yonsei University)
Kim, Beomsoo (Yonsei University)
Publication Information
Journal of the Korea Institute of Information Security & Cryptology / v.24, no.1, 2014 , pp. 183-193 More about this Journal
Abstract
Korean personal data(information) protection law requires privacy policies post on every website. According to recent survey results, users' interests on these policies are low due to these policies' low readability and accessibility. This study proposes a layout that effectively conveys online privacy policy contents, and assesses its impact on information understandability, vividness, and recognition of users. Studies on privacy policies and layouts, media richness theory, social presence theory, and usability are used to develop the new layered approach. Using experiments, three major layouts are evaluated by randomly selected online users. Research results shows that information understandability, vividness, and recognition of privacy policies in the revised-layered approach are higher than those of in the text-only or table-based layouts. This study implies that employing visual guides like icons on privacy policy layouts may increase users' interest in those policies.
Keywords
Privacy Policy; Privacy; Personal Data Protection; Vividness; Information Understandability;
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