• Asia pacific journal of information systems
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• 제30권3호
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• pp.547-567
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• 2020

As the complexity of managing online personal information is increasing and data breach incidents frequently occur, online users feel a loss of control over their privacy. Such a situation leads to their cynical attitudes towards privacy protection, called privacy cynicism. This study aims to examine the role of privacy cynicism in online users' privacy behaviors. Data were gathered from a survey that 281 people participated in and were analyzed with covariance-based structural equation modeling. The findings of this study reveal that privacy cynicism has not only a direct influence on disclosure intention but also moderates an effect of privacy concerns on the intention. The analytical results also indicate that there is a nonlinear effect of privacy cynicism on the outcome variable. This study developed the concept of privacy cynicism—a phenomenon that significantly affects online privacy behavior but has been rarely examined. The study is an initial research into the nature and implications of privacy cynicism and furthermore clarified its role by the nonlinear relationship between privacy cynicism and the willingness to disclose personal information.

• 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.

• 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.

• 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.

• 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.

• 디지털융복합연구
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• 제10권3호
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• pp.23-37
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• 2012

불법적인 게임 플레이어들의 해킹 및 악성코드의 유포로 온라인게임은 고객의 개인정보 유출을 빈번하게 일어나게 하는 요인이 되고 있다. 그러므로, 온라인게임사도 게임 개발과 함께 서비스를 운영함에 있어 개인정보보호에 대한 표준화된 체계와 운영의 필요성이 크게 고려되어야 한다. 온라인 게임사별로 정보보호인증을 도입하고 인증 심사를 받고 있으나, 전반적으로 자산이나 물리적, 시스템적 보안에 중점을 두기 때문에 개인정보보호와 관련되어 좀 더 전문적인 체계가 필요하다. 본 연구는 ISO27001, KISA의 ISMS, GMITS 등 기존의 정보보호인증들과 산발적으로 운영되고 있는 개인정보보호인증마크(ePrivacy), 온라인게임 개인정보보호 가이드, BS10012 등 개인정보보호 관련 체계들을 수집하여 분석하였다. 이를 이용하여 온라인게임업체에서 운영 시 필요한 개인정보보호체계 프로세스와 각 단계별로 필요한 점검 항목을 도출하여 개인정보보호 수준을 측정하는 체계적인 도구를 제안하였다.

• 대한가정학회지
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• 제45권8호
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• pp.127-142
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• 2007

The objective of this study was to discuss child privacy issues at Web sites targeting children, Specifically, the study examined l)types of information required for join the membership, 2)whether privacy policies at Web sites for children abide by privacy guideline, and 3)specific examples of recommendable privacy policy and problematic privacy policy from Web sites, Total of 305 Web sites targeting children were used for content analysis, Selected Web sites included recommended sites by Korea Council of Children's Organizations and food business Web sites, The results showed that more than 70% of Web sites required private information when children join the membership. Most of these Web sites provided mailing service for children. Generally, Web sites showed problems in parents' approval procedures. Also, privacy policies at Web sites frequently omitted purpose specification principle and the security safeguard principle. Regulating online service provides and marketers targeting children would be necessary for protecting child privacy. Further, education program targeting parents and children could help them make right choices to protect children's online privacy.

• 디지털융복합연구
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• 제18권10호
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• pp.23-31
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• 2020

최근 아동들의 온라인 활동에 대한 참여가 활발해짐에 따라 아동을 대상으로 하는 온라인 서비스 역시 빠르게 증가하고 있음에도 불구하고, 아동들은 그들의 보호받아 마땅한 권리를 충분히 보장받고 있지 못하다. 본 연구는 아동이 주로 이용하는 앱서비스를 대상으로 현황 및 사례 조사를 통해 국내 아동 개인정보보호에 관련한 이슈를 유형화하여 분석하는 것을 목적으로 한다. 이를 위해 아동의 개인정보보호에 관한 현황을 살펴보고 국내외 법제도에 근거하여 이슈를 도출했다. 연구 결과, 아동 식별의 이슈, 고지 및 동의의 실효성 이슈, 정보주체로서 아동의 권익 이슈 등이 도출되었다. 현황분석을 통해 살펴본 온라인 환경에서의 아동 개인정보 관련 내용을 바탕으로 정책적 시사점을 도출하고 개선방안 등을 제언하였다.

• 정보화정책
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• 제20권3호
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• pp.63-85
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• 2013

온라인 환경에서 개인정보가 유출되는 사건이 빈번히 일어남에 따라 온라인 사용자들의 프라이버시 문제가 중요해지고 있다. 개인정보가 유출되는 사건을 직접 혹은 간접적으로 경험한 온라인 사용자는 자신의 프라이버시에 대해 위협을 느끼게 되고, 이로 인해 프라이버시 보호에 대한 기존의 인식이나 행동에 변화를 가져오게 된다. 본 연구에서는 온라인 환경에서 프라이버시를 보호하기 위한 행동의도에 영향을 미치는 요인을 보호동기이론을 기반으로 규명하고자 하였다. 보호동기이론은 위협소구에 의한 보호행동의 변화과정을 설명하기 위한 대표적인 이론으로, 위협과 효능감이라는 개인의 인지적 평가에 의해 보호동기가 형성되고 이를 통하여 프라이버시 행동의 변화가 일어난다는 것이다. 이때 인지적 매개과정에서 보호동기요인을 개인의 프라이버시 태도 및 신념을 나타내는 프라이버시 신뢰와 프라이버시 위험으로 설정하여 구조방정식을 활용함으로써 실증분석을 수행하였다. 실증분석의 결과에 따르면, 보호동기요인과 선행요인인 위협 및 효능감과의 관계에서는 효능감과 프라이버시 위험 간의 경로를 제외하고 모든 경로가 통계적으로 유의한 것으로 분석되었다. 한편, 보호동기요인과 결과요인인 프라이버시 행동의도의 관계에서는 프라이버시 위험과 프라이버시 행동의도 간의 경로는 통계적으로 유의하나 프라이버시 신뢰와 프라이버시 행동의도 간의 경로는 통계적으로 유의하지 않은 것으로 분석되었다.

• International Journal of Internet, Broadcasting and Communication
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• 제15권2호
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• pp.227-239
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• 2023

Online marketing is a rapidly growing industry that heavily depends on digital technologies and data analysis to effectively reach and engage consumers. For that, artificial intelligence (AI) has emerged as a crucial tool for online marketers, enabling marketers to analyze extensive consumer data and automate decision-making processes. The purpose of this study was to investigate the ethical implications of using AI in online marketing, focusing on its impact on consumer privacy and decision-making. AI has created new possibilities for personalized marketing but raises concerns about the collection and use of consumer data, transparency and accountability of decision-making, and the impact on consumer autonomy and privacy. In this study, we reviewed the relevant literature and case studies to assess the potential risks and make recommendations for improving consumer protection. The findings provide insights into ethical considerations and offer a roadmap for balancing the advantages of AI in online marketing with the protection of consumer rights. Companies should consider these ethical issues when implementing AI in their marketing strategies. In this study, we explored the concerns and provided insights into the challenges posed by AI in online marketing, such as the collection and use of consumer data, transparency, and accountability of decision-making, and the impact on consumer autonomy and privacy.