• Information Systems Review
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• v.18 no.3
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• pp.185-207
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• 2016

This study investigated the relationship between privacy policy awareness and willingness to provide personal information. Online privacy policies published on the Internet aim to build the trust of consumers and reduce their concerns about the provision of providing personal information. This study uses FIP(FIP; Fair Information Practices) principles to measure awareness of privacy policy. The result of the survey indicates significant relationships among awareness of privacy policy of e-commerce websites, privacy trust, and privacy risk. Privacy policy aims to improve transparency of collection and use of personal information. A high level of privacy trust is related to a high level of willingness to provide personal information on an e-commerce website. A low level of privacy risk is related to a high level of willingness to provide personal information on an e-commerce website. This study found that disposition to trust moderates the relationship between privacy policy awareness and privacy trust. This study contributes to further research on the relationships among privacy policy awareness, privacy trust, and privacy risk. The result of this study can be used by companies that aim to build privacy trust and reduce privacy risk.

• Journal of the Korea Society of Computer and Information
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• v.27 no.10
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• pp.223-233
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• 2022

In this paper, we examined the causes of information privacy concerns, trust and related factors in social network services. On the basis of the 'elaboration likelihood model,' we established factors such as information quality, privacy policy, perceived SNS app popularity and optimism bias affecting information privacy concern of SNS users. In addition, we analyzed the relationship between information privacy concern, trust in SNS members, trust in SNS platform and intention to use. Finally, on the basis of the 'trust transfer theory', we analyzed the relationship between trust in SNS members and trust in SNS platform. The results of the study showed that (1) information quality, privacy policy and optimism bias had the significant effects on information privacy concerns, (2) perceived SNS app popularity didn't affect information privacy concerns, (3) information privacy concerns had the significant effects on trust in SNS platforms (4) in accordance with the trust transfer theory, trust in SNS members had the significant effect on trust in SNS platforms, and (5) trust in SNS members had the significant effect on intention to use, while trust in SNS platform didn't have the significant effect on intention to use. The findings of the study are expected to help to improve the SNS firms' understanding towards customers' information privacy protection behaviors and trust.

• Journal of Korea Society of Industrial Information Systems
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• v.22 no.1
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• pp.69-87
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• 2017

This Research Attempted to Clarify the Eeffect of Privacy Concern and Institutional Trust on Privacy Decision based on Privacy Calculus Perspective. We Developed a Research Model Suggesting that the Influence of Privacy Benefit and Privacy risk on the Information Disclosure Behavior and the Influence of Privacy Concern and Institutional Trust on the Privacy Calculus. In this Regard, in Order to Examine the Difference According to the Target whose Personal Information was Collected, an Empirical Analysis was Conducted to Compare the E-commerce Field and LBS(Location Based Service) Field. The Results of Empirical Analysis are as follows. First, it is Founded that other Relations were All Statistically Significant Except the Relation between Privacy Risk and Information Disclosure Behavior in the LBS group. Next, as a Results of Comparison of Constructs in the E-commerce and Institutional trust than the LBS group, Identifying that the Consumers are more Sensitive to the Personal Information Collected in the E-commerce site.

• The Journal of the Korea Contents Association
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• v.16 no.11
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• pp.53-62
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• 2016

This study aims to examine the difference in self-disclosure, Facebook use intensity, privacy concern, and trust between Facebook users with high and low levels of the privacy protection skills and then to investigate the effects of the variables on continuous use intention of Facebook. Results revealed that Facebook users with high level of privacy protection skill than those with low level of the skill show lower level of privacy concern, but higher level of Facebook use intensity and trust. In addition, privacy protection skill presented the significant moderating effects on the relationships between self-disclosure, trust, and continuous use intention of Facebook.

• Journal of Digital Convergence
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• v.14 no.12
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• pp.1-12
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• 2016

Today, with the popularity of smart phones and the proliferation of SNS, anyone is exposed to the risk of personal information leakage. Unlike the prior studies of privacy, this research aims to identify the privacy factors affecting the provision intention of individual information from the SNS Users. This study also analyses how the perceived privacy risks and corporate trust affect the provision intention of individual information. The analysis results of empirical data show that despite experiencing the privacy leakage such as direct hacking and being aware of the risk, people are providing firms with personal information. The most influential variables to perceived privacy risk are information privacy policy, information privacy concern, previous privacy experience and information privacy awareness in the decreasing order of importance. Those to the corporate trust are information privacy policy, information privacy awareness, previous privacy concern and information privacy experience. Besides, the corporate trust and the perceived privacy risk also affect the provision intention of personal information. Finally, this study proposes the implications for personal information privacy.

• Journal of the Korea Society of Computer and Information
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• v.19 no.10
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• pp.175-184
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• 2014

The purpose of this study is to examine the factors influencing purchase intention of Location-Based Services (LBS) using privacy-trust-behavioral intention model. This model tests various theoretical research hypotheses relating to LBS, privacy-trust-behavioral intention model, and Concern for Information Privacy(CFIP). The target population of this study was LBS users. Data for this study were collected from January 21 to March 20, 2014. The data were gathered from 231 questionnaire respondents with experience using LBS. Among these reponses, 21 were excluded because of missing or inappropriate data. After removing the unsuitable questionnaires, a total of 210 surveys were considered for analysis. The results of hypothesis testing are as follows. First, location awareness positively influence privacy concerns. Second, privacy concerns negatively influence trust. Finally, trust positively influence purchase intention. The results of this study will provide various implication to improve purchase intention of LBS.

• Informatization Policy
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• v.20 no.3
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• pp.63-85
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• 2013

Drawing on Protection Motivation Theory(PMT), this study attempts to clarify antecedents that influence the intention to protect individuals' privacy on the Internet. Protection motivation forms through individuals' cognitive appeal involving threat and efficacy. Then protection motivation causes privacy behavioral change. Protection motivation factors are established privacy trust and privacy risk, which are related to privacy attitude and belief. This proposed model is empirically analyzed by utilizing structural equation analysis(SEM). According to the result of the empirical analysis, it is founded that almost paths have statistically significant explanatory power except path from efficacy to privacy risk and path from privacy trust to privacy behavioral intention. This study shows powerful evidence of antecedent factors based on protection motivation of individuals' privacy behavioral intention in online environment.

• Review of KIISC
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• v.20 no.4
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• pp.80-84
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• 2010

인터넷, 모바일 등을 이용한 서비스들이 다양한 개인정보를 이용하기 시작하면서, 사용자의 프라이버시 문제는 점점 더 심각해지고 있다. 이러한 프라이버시 문제를 해결하기 위해 여러 가지 연구가 진행되고 있으며, 그 중 하나가 신뢰협상(Trust Negotiation) 기술이다. 이 기술은 사용자의 데이터 노출제어 및 서비스제공자의 자원인가 및 제어간의 균형점을 찾아주어 사장자의 프라이버시 보호 및 서비스제공자의 접근제어를 가능하게 할 수 있다. 본 논문에서는 이러한 신뢰 협상 기술 중 몇 가지를 살펴봄으로써 신뢰 협상 기술의 연구 동향 및 발전 방향에 대해 알아보고자 하였다.

• Information Systems Review
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• v.22 no.2
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• pp.101-120
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• 2020

This study investigates the effects of privacy psychological characteristics of B2C logistics services users on their willingness to comply with their logistics companies' information protection policy. Using cognitive valence theory as a theoretical framework, this study proposes a research model to examine the relationships between users' logistics security knowledge, privacy trust, privacy risk, privacy concern, and their willingness of information protection policy compliance. To test the proposed model, we conducted a survey from actual users of logistics services and collected valid 151 samples. We analyzed the data using a structural equation modeling software. The empirical results show that logistics security knowledge positively affects privacy trust; privacy concern positively influences privacy risk; privacy trust, privacy risk, and privacy concern positively influence behavioral willingness of compliance. However, logistics security knowledge does not affect behavioral willingness of compliance. The results of the study provide several contributions to the literature of B2C logistics services domain and managerial implications to logistics services companies.

• Informatization Policy
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• v.21 no.2
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• pp.49-66
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• 2014

In the last few years, cloud computing has grown from being a promising business concept to one of the fast growing segments of the IT industry. However, as more and more information on individuals and companies are placed in the cloud, concerns on just how safe the computing environment is have gradually increased. In this study, it will be explored if key characteristics of cloud computing services would affect the behavioral intention to use public cloud computing services. A conceptual model is developed and seven research hypotheses are proposed for empirical testing. The proposed model is examined through structural equation analysis. The results show that perceived risk has statistically significant effect on the privacy concern of users and the privacy concern has a negative influence on the trust. Finally, the trust has a positive effect on the attitude and the attitude has statistically significant effect on use intention. Implications of these findings are discussed for both researchers and practitioners and future research issues are raised as well.