• 한국정보시스템학회지:정보시스템연구
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• 제28권3호
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• pp.1-23
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• 2019

Purpose This study examines the role of corporate image and privacy concerns in intention to use of online travel services using data from Vietnam. Design/methodology/approach The data collection was implemented to a student sample at the Foreign Trade University in Hanoi, which has a high concentration of young people who are interested in online travel in Vietnam. The paper based questionnaire was directly delivered to the respondents. After sorting to eliminate unfit samples, the number of responses was 541, which exceeds 500, the minimum number typically required. To test the hypotheses, we applied structural equation modeling (SEM) and Confirmatory Factor Analysis (CFA) was used to evaluate the reliability and validity of constructs in the model. We also used direct, indirect and total effect coefficient to evaluate the total impact of factors on the intention to use online services. Findings This study found that corporate image is positively associated to intention to use online services. It found a link between corporate image and privacy concerns, which suggests another way for firms to address their customers' privacy concerns; corporate image, which has received great attention in traditional offline sales channels, but not in online services, should receive higher attention in IS research. Online travel businesses, besides increasing ease of use, perceived usefulness and trust in their services, should focus on build a reliable corporate image, which can not only promote the service use but also help to eliminate users' the privacy concerns.

• 경영정보학연구
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• 제17권3호
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• pp.77-94
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• 2015

정보를 공유하는데 중요한 매체로 인터넷이 활용되면서, 사용자들은 온라인 공간에서 자신의 정보를 포함한 수많은 정보를 생산하고 공유하고 있다. 온라인 상에서 개인정보를 공유하면서 사회적인 관계의 강도를 강화시키는 등 여러 이점이 있다. 하지만 이면에는 이렇게 공유된 정보가 오용되는 경우 개인정보 침해라는 부정적인 결과를 낳기도 한다. 비록 많은 기업과 정부가 개인정보보호를 위한 노력을 하고 있지만, 기술의 발전으로 인해 개인정보를 이용해 사이버 범죄나 해킹이 되는 경우를 완벽히 방어하기 어려운 것이 현실이다. 개인정보보호는 기업과 정부의 역할의 관점에서 연구가 진행되고 있지만, 사용자의 개인 관점에서 개인정보보호 행동에 대한 연구는 미약하며 이에 대한 연구의 필요성을 가진다. 본 연구는 인터넷 사용자의 개인정보보호 행동과 온라인의 환경적 요인간의 영향 관계를 밝히는 것이 목적이다. 특히, 본 연구에서는 사용자 개인이 자신의 정보를 보호를 위한 정보보호 기술을 수용 행동에 초점을 맞춘다. 본 연구 결과에 따르면, 온라인 상의 사용자가 개인정보보호를 위한 행동은 정부의 개인정보보호 법률과 정 방향의 영향 관계를 가진다. 또한 만약 사용자가 온라인 서비스를 이용할 때 익명을 사용하는 경우 사용자는 개인정보보호를 위한 행동에 정 방향의 영향 관계를 가진다. 더 자세한 결과와 공헌도는 본 논문에 기술하였다.

• 지식경영연구
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• 제18권3호
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• pp.63-80
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• 2017

Big Data environment is established by accumulating vast amounts of data as users continuously share and provide personal information in online environment. Accordingly, the more data is accumulated in online environment, the more data is accessible easily by third parties without users' permissions compared to the past. By utilizing strategies based on data-driven, firms recently make it possible to predict customers' preferences and consuming propensity relatively exactly. This Big Data environment, on the other hand, establishes 'Dataveillance' which means anybody can watch or control users' behaviors by using data itself which is stored online. Main objective of this study is to identify the relationship between Dataveillance and users' online privacy protection behaviors. To achieve it, we first investigate perceived online service efficiency; loss of control on privacy; offline surveillance; necessity of regulation influences on users' perceived threats which is generated by Dataveillance.

• The Journal of Asian Finance, Economics and Business
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• 제7권6호
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• pp.221-231
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• 2020

This research investigates the relationship among product risk, financial risk, security risk, privacy risk, perceived satisfaction, and purchase intention. Validated measurements were identified from a literature review. The measurement model and the conceptual model depicting hypothesized relationships were evaluated based on responses from 306 customers using confirmatory factor analysis and structural equation modeling. The results showed that product risk, financial risk, security risk, and privacy risk impacted on perceived satisfaction. Besides, product risk, privacy risk, and perceived satisfaction influenced purchase intentions. Thus, this study focused on the influences of product risk, financial risk, security risk, and privacy risk on their cognitive attitudes toward websites. That means the more consumer perceive security, the more they avoid shopping online. The study is important to show how perceived risk affects online shopping behaviors, and it invites marketers to make necessary adjustments to prevent perceived risks to increase and online shopping to decrease. The findings of this study suggest the creation of a framework on the effect of perceived risk types on online shopping. Managers need to take perceived risks into account when designing their electronic marketing channels. In addition, shopping websites should strengthen their transaction security by appropriately using various available resources and new information technologies.

• Journal of Information Technology Applications and Management
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• 제21권2호
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• pp.149-165
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• 2014

This paper has studied whether cultural factors have an effect on privacy concern of Internet users in Korea and China. The result has shown that power distance, individualism, uncertainty avoidance, and long-term orientation are positively related to privacy concern, while masculinity is negatively related to privacy concern. This study has also found some similarities and differences between the two countries. First, privacy concern of Korean Internet users is significantly higher than that of Chinese users. Second, individualism and uncertainty avoidance significantly affect privacy concern in both Korea and China, although individualism in Korea has stronger effect than that in China. Third, long term orientation has a significant effect in only Korea while power distance is significant only in China. These results suggest that an online company doing businesses in multiple countries should have country-specific privacy policies to deal with the privacy concern of Internet users in different countries.

• Asia pacific journal of information systems
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• 제18권3호
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• pp.45-65
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• 2008

The rapid growth of the Internet has increased the amount of transmission of personally identifiable information. At the same time, with new Internet related technologies, organizations are trying to collect and access more personal information than before, which in turn makes individuals concern more about their information privacy. For their successful businesses, organizations have tried to alleviate these concerns in two ways: (1) by offering privacy policies that promise certain level of privacy protection; (2) by offering benefits such as financial gains or convenience. In this paper, we interpret these actions in the context of the information processing theory of motivation. This paper follows Hann et al.(2007)'s methods to analyze Internet users privacy concerns in Korea and tries to compare the findings. Our research objectives are as follows: First, we analyze privacy concern mitigation strategies in the framework of the expectancy theory of motivation. Subsequently, we show how the expectancy theory based framework is linked o the conjoint analysis. We empirically validate the predictions that the means to mitigate privacy concerns are associated with positive valences resulting in an increase in motivational score. In order to accommodate real-life contexts, we investigate these means in trade-off situation, where an organization may only be able to offer partially complete privacy protection and/or promotions and/or convenience, While privacy protection (secondary use, improper access) are associated with positive valences, we also find that financial gains can significantly increase the individuals' motivational score of a website in Korea. One important implication of this empirical analysis is that organizations may possess means to actively manage the privacy concerns of Internet users. Our findings show that privacy policies are valued by users in Korea just as in the US or Singapore. Hence, organizations can capitalize on this, by stating their privacy policy more prominently. Also organizations would better think of strategies or means that may increase online users' willingness to provide personal information. Since financial incentives also significantly increase the individuals' motivational score of website participation, we can quantify the value of website privacy protection in terms of monetary gains. We find that Korean Internet users value the total privacy protection (protection against errors, improper access, and secondary use of personal information) as worthy as KW 25,550, which is about US 28. Having done this conjoint analysis, we next adopt cluster analysis methodology. We identify two distinct segments of Korea's internet users-privacy guardians and information sellers, and convenience seekers. The immediate implication of our study is that firms with online presence must differentiate their services to serve these distinct segments to best meet the needs of segments with differing trade-offs between money and privacy concerns. Information sellers are distinguished from privacy guardians by prior experience of information provision, To the extent that businesses cannot observe an individual's prior experience, they must use indirect methods to induce segmentation by self-selection as suggested in classic economics literature of price discrimination, Businesses could use monetary rewards to attract information sellers to provide personal information. One step forward from the societal trends that emphasize the need of legal protection of information privacy, our study wants to encourage organizations and related authorities to have the viewpoints to consider both importance of privacy protection and the necessity of information trade for the growth of e-commerce.

• 대한가정학회지
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• 제46권2호
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• pp.59-71
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• 2008

The purpose of this study was to discuss the role of mothers in children's privacy protection on the Internet. Specifically, the study explored 1)children's privacy protection efforts on the Internet, 2)types of personal information children provided at Web sites, and 3)the effect of mothers' privacy protection efforts on their children's privacy protection levels. The Internet survey was conducted and total of 153 mothers and their children aged 12-13 were included for statistical analysis. The descriptive statistics and Ordinary Least Squares were used. The results yield that children showed relatively high levels in providing personal information on the Internet, while they have no sufficient competency at privacy protection. The effect of mothers' privacy protection efforts on children's privacy protection was partially supported. The longer hours of Internet use and frequent participation in online events increased the potential consequences of children's privacy invasion. Providing privacy standards for online service providers and marketers targeting children could help protect children's privacy. Moreover, education program targeting parents and children could contribute them reduce potential consequences of children's privacy invasion.

• 한국정보통신학회:학술대회논문집
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• 한국정보통신학회 2014년도 춘계학술대회
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• pp.183-186
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• 2014

스마트 미디어 시대에 온라인 환경에 서비스에 대한 중요성이 날로 커지고 있으며, 사용자 경험에 대한 인식이 높아지고 있다. 인터넷 쇼핑몰, 포탈 웹 사이트, 기업 웹 사이트 등 인터넷에 연결된 정보시스템의 이용이 활발하게 이루어지면서 발생하고 있는 문제 중 하나는 정보프라이버시 염려 관련 되어 있다. 따라서 국내외 정보시스템, 마케팅, 기타 분야의 주요저널을 중심으로 프라이버시 관련 연구를 분석하였다. 본 연구의 목적은 정보프라이버시 염려 관련 국내외 연구의 리뷰를 통하여 연구경향과 앞으로 연구방향을 제공하는 것이다. 이러한 환경을 고려하여, 온라인 환경에서 정보프라이버시 염려가 행동의도에 미치는 영향을 관한 문헌분석을 실시하였다. 분석결과를 바탕으로 이론적 실무적 시사점을 제시하고 논의하였다.

• International Journal of Contents
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• 제15권4호
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• pp.74-81
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• 2019

This study examined the overall relationship between information privacy concern, need for uniqueness (NFU), and disclosure behavior to explain the personal factors that drive data-sharing on Facebook. The results of an online survey conducted with 222 Facebook users show that among diverse data that social media users disclose online, four distinct factors are identified: basic personal data, private data, personal opinions, and personal photos. In general, there is a negative relationship between privacy concern and a positive relationship between the NFU and the willingness to self-disclose information. Overall, the NFU was a better predictor of willingness to disclose information than privacy concern, gender, or age. While privacy concern has been identified as an influential factor when users evaluate social networking sites, the findings of this study contribute to the literature by demonstrating that an individual's need to manifest individualization on social media overrides privacy concerns.

• 한국IT서비스학회지
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• 제11권1호
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• pp.93-107
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• 2012

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.