Browse > Article
http://dx.doi.org/10.9716/KITS.2012.11.1.093

Differences in Privacy-Protective Behaviors by Internet Users in Korea and China  

Zhang, Chao (고려대학교 디지털 경영학과)
Wan, Lili (고려대학교 디지털 경영학과)
Min, Dai-Hwan (고려대학교 경영정보/디지털경영학과)
Rim, Seong-Taek (고려대학교 경영정보/디지털경영학과)
Publication Information
Journal of Information Technology Services / v.11, no.1, 2012 , pp. 93-107 More about this Journal
Abstract
Privacy-protective behavior can be classified into passive behavior and active behavior. Passive behavior includes refusal, misrepresentation, and removal, while word-of-mouth, complaint, and seeking for help belong to active behavior. Internet users in different countries may take different types of privacy-protective behavior because of cultural and social differences. This study analyzes the differences in Internet users' privacy-protective behavior between Korea and China. Korean Internet users take refusal, complaint, and seeking to protect their privacy information, while misrepresentation is not an option for Korean Internet users. Chinese Internet users take refusal, complaint, seeking, and misrepresentation to protect their privacy information. In Korea, passive behavior (refusal) is chosen more often than active behavior (complaint and seeking for help), while in China active behavior(complaint and seeking for help) is preferred to passive behavior (refusal and misrepresentation). The differences of privacy-protective behavior in the two countries may provide some implications for online companies, if they want to avoid the business risk due to privacy concerns and to take appropriate steps to deal with privacy-protective behavior by Internet users.
Keywords
Online Privacy; Privacy Concern; Privacy-Protective Bbehavior; Comparison Between Korea and China;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
연도 인용수 순위
1 김범수, "개인정보관리자의 책임과 벌칙의 형평성", 한국IT서비스학회지, 제10권, 제4호 (2011), pp.21-32.   과학기술학회마을
2 안연식, "정보보호 안전진단 대상자 선정 기준의 개선 방안 연구", 한국IT서비스학회지, 제8권, 제1호(2009), pp.47-58.   과학기술학회마을
3 유기훈, 최웅철, 김신곤, 구천열, "학내 정보보호지침 수립에 관한 연구", 한국IT서비스학회지, 제7권, 제1호(2008), pp.23-43.   과학기술학회마을
4 Bandyopadhyay, S., "Antecedents and consequences of consumers' online privacy concerns", Journal of Business, Vol.7, No.3(2009), pp.41-48.
5 Bellman, S., E. J. Johnson, S. J. Kobrin, and G. L. Lohse, "International Differences in Information Privacy Concerns : A Global Survey of Consumers", The Information Society, Vol.20, No.5(2004), pp.313-324.   DOI
6 Campbell, D. and D. Fiske, "Convergent and discriminant validation by the multitrait-multimethod matrix", Psychological Bulletin, Vol.56, No.2(1959), pp.81-105.   DOI   ScienceOn
7 Cho, H., M. Rivera-Sánchez, and S. S. Lim, "A Multinational Study on Online Privacy : Global Concerns and Local Responses", New Media Society, Vol.11(2009), pp.395-416.   DOI
8 Culnan, M. J. and G. R. Milne, The Culnan-Milne survey on consumers and online privacy notices, 2001, available at : http://www.ftc.gov/bcp/workshops/glb/suppor ting/culnan-milne.pdf, accessed on November 3, 2011.
9 Culnan, M. J. and R. J. Bies, "Consumer Privacy : Baancing Economic and Justice Considerations", Journal of Social Issues, Vol. 59, No.2(2003), pp.323-342.   DOI
10 Dinev, T. and P. Hart, "An Extended Privacy Calculus Model for E-Commerce Transactions", Information Systems Research, Vol. 17, No.1(2006), pp.61-80.   DOI   ScienceOn
11 Fox, S., R. Lee, J. Horrigan, A. Lenhart, S. Tom, and C. Carter, Trust and privacy online : Why Americans want to rewrite the rules, The Pew Internet and American Life Project Report, 2000.
12 Ganesan, S., "Determinants of Long-Term Orientation in Buyer-Seller Relationships", Journal of Marketing, Vol.58, No.2(1994), pp.1-19.
13 Hirschman, A. O., Exit, Voice and Loyalty : Responses to Decline in Firms, Organizations and States, Harvard University Press, Cambridge, MA., 1970.
14 Hoffman, D. L., T. P. Novak, and M. Peralta, "Building consumer trust online", Communications of the ACM, Vol.42, No.4(1999), pp.80-85.
15 Hofstede, G., Culture's Consequences : International Differences in Work Related Values, Beverly Hills, CA : Sage, 1980.
16 Hofstede, G., Cultures and Organizations : Software of the Mind, New York : McGraw-Hill, 1991.
17 Liu, C., J. Marchewka, J. Lu, and C. Yu, "Beyond concern : A privacy trust-behavioral intention model of electronic commerce", Information and Management, Vol.42, No.2(2005), pp.289-304.   DOI
18 Lwin, M. O. and J. D. Williams, "A Model Integrating the Multidimensional Developmental Theory of Privacy and Theory of Planned Behavior to Examine Fabrication of Information Online", Marketing Letters, Vol.14, No.4(2003), pp.257-272.   DOI
19 Lwin, M. O., J. Wirtz, and J. D. Williams. "Consumer Online Privacy Concerns and Responses : A Power-Responsibility Equilibrium Perspective", Journal of the Academy of Marketing Science, Vol.35, No.4(2007), pp.572-585.   DOI
20 Malhotra, N., S. Kim, and J. Agarwal, "Internet users' information privacy concerns (IUIPC) : the construct, the scale, and a causal model", Information Systems Research, Vol.15, No.4(2004), pp.336-355.   DOI   ScienceOn
21 Milberg, S. J., S. J. Burke, H. J. Smith, and E. A. Kallman, "Values, Personal Information, Privacy and Regulatory Approaches", Communications of the ACM, Vol.38, No.12 (1995), pp.65-74.
22 Milberg, S. J., H. J. Smith, and S. J. Burke, "Information Privacy : Corporate Management and National Regulation", Organization Science, Vol.11, No.1(2000), pp.35-57.   DOI
23 Milne, G. R., "Privacy and Ethical Issues in Database/Interactive Marketing and Public Policy : A Research Framework and Overview of the Special Issue", Journal of Public Policy and Marketing, Vol.19, No.1(2000), pp.1-6.   DOI   ScienceOn
24 Park, Y. J., "Digital Literacy and Privacy Behavior Online", Communication Research, published online before print, 2011.
25 Sheehan, K. B. and M. G. Hoy, "Flaming, complaining, abstaining : How online users respond to privacy concerns", Journal of Advertising, Vol.28, No.3(1999), pp.37-51.   DOI
26 Singh, J., "Consumer Complaint Intentions and Behavior : Definitional and Taxonomical Issues", Journal of Marketing, Vol.52, No.1(1988), pp.93-107.   DOI   ScienceOn
27 Singh, J., "Determinants of Consumers Decisions to Seek Third Party Redress : An Empirical Study of Dissatisfied Patients," Journal of Consumer Affairs, Vol.23, No.2 (1989), pp.329-363.   DOI
28 Singh, J., "A Typology of Consumer Dissatisfaction Response Styles", Journal of Retailing, Vol.66, No.1(1990), pp.57-99.
29 Smith, H. J., S. J. Milburg, and S. J. Burke, "Information Privacy : Measuring Individuals' Concerns about Organizational Practices", MIS Quarterly, Vol.20, No.2(1996), pp. 167-196.   DOI   ScienceOn
30 Son, J.-Y. and S. S. Kim, "Internet Users' Information Privacy-protective Responses : A Taxonomy and a Nomological Model", MIS Quarterly, Vol.32, No.3(2008), pp.503- 529.   DOI
31 Statistics Canada, Table 358-0128-Canadian Internet use survey, Internet use, by age group and Internet privacy concern, 2010.
32 TRUSTe, 2011 Consumer Research Results : Privacy and Online Behavioral Advertizing, 2011, http://www.truste.com/ad-privacy/ accessed Nov. 30, 2011.
33 Van Slyke, C., J. T. Shim, R. Johnson, and J. Jiang, "Concern for Information Privacy", Journal of the Association for Information Systems, Vol.7, No.6(2006), pp.415-444.
34 Youn, S., "Determinants of Online Privacy Concern and Its Influence on Privacy Protection Behaviors among Young Adolescents", Journal of Consumer Affairs, Vol.43, No.3 (2009), pp.389-418.   DOI   ScienceOn