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http://dx.doi.org/10.22693/NIAIP.2022.29.2.037

A Study on Privacy Attitude and Protection Intent of MyData Users: The Effect of Privacy cynicism  

Jung, Hae-Jin (Department of Media & Social Informatics at Hanyang University)
Lee, Jin-Hyuk (Graduate School of Media Informatics at Hanyang University)
Publication Information
Informatization Policy / v.29, no.2, 2022 , pp. 37-65 More about this Journal
Abstract
This article analyzes the relationship between the privacy attitudes of MyData users and the four dimensions of privacy cynicism (distrust, uncertainty, powerlessness, and resignation) as to privacy protection intentions through a structural equation model. It was examined that MyData user's internet skills had a statistically significant negative effect on 'resignation' among the privacy cynicism dimensions. Secondly, privacy risks have a positive effect on 'distrust' in MyData operators, 'uncertainty' in privacy control, and 'powerlessness' in terms of privacy cynicism. Thirdly, it was analyzed that privacy concerns have a positive effect on the privacy cynicism dimensions of 'distrust' and 'uncertainty', with 'resignation' showing a negative effect. Fourthly, it was found that only 'resignation' as a dimension of privacy cynicism showed a negative effect on privacy protection intention. Overall, MyData user's internet skills was analyzed as a variable that could alleviate privacy cynicism. Privacy risks are a variable that reinforces privacy cynicism, and privacy concerns reinforce privacy cynicism. In terms of privacy cynicism, 'resignation' offsets privacy concerns and lowers privacy protection intentions.
Keywords
MyData; privacy concerns; privacy cynicism; internet skills; privacy risk;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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