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http://dx.doi.org/10.9716/KITS.2013.12.2.185

Estimating Value Creation Effects of i-PIN  

Jang, Wonchang (인하대학교 경상대학 경제학부)
Shin, Ilsoon (인하대학교 경상대학 경제학부)
Publication Information
Journal of Information Technology Services / v.12, no.2, 2013 , pp. 185-193 More about this Journal
Abstract
This paper analyzes the effects of i-PIN focusing on the positive value creation rather than the negative loss reduction from the viewpoint of internet company. Empirical tests are run to examine what determines the use of i-PIN and whether i-PIN users participate in e-commerce, communication, and SNS activity. Our findings are as follows. First, the reason for using i-PIN lies in the experience of privacy infringement rather than a high value on privacy protection. Second, i-PIN users tend to participate in the online activity such as e-commerce, communication, SNS. Third, the marginal effect of i-PIN adoption amounts to 2~9% of increase in the online activity. With the results, we expect that i-PIN adoption leads to sales increase and new customer acquisition as well as privacy leakage decrease and it provides logic to solve social underinvestment problem in privacy protection.
Keywords
i-PIN; E-commerce; Communication; SNS;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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