• Knowledge Management Research
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• v.16 no.1
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• pp.117-142
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• 2015

Recently, the personal cloud computing service has been being spotlighted as an individual tool of productivity enhancement. However, compared to the rosy forecast, its diffusion rate in the domestic (Korean) market is much slower than expected. In order to find the reason for the slow growth of personal cloud computing service, we attempt to identify influencing factors on user's adoption resistance, while most prior research has focused on the factors affecting its adoption. Based on both the person-technology fit model and the privacy calculus model, we propose technostress and perceived value as key antecedents of adoption resistance. In addition, we identify (1) technical (pace of change and complexity) and personal (self-efficacy) influencing factors on technostress, and (2) beneficial (perceived mobility and perceived availability) and harmful (perceived vulnerability) influencing factors on perceived value. To validate our research model, 133 individual samples were gathered from undergraduate and graduate students who had actual experience of using at least one of personal cloud computing services. The results of the structural equation modeling confirm that both technostress and perceived value have significant effects on adoption resistance, but they have different influencing mechanisms to different types of adoption resistance (indifference, postponement, and rejection). Theoretical and practical contributions are discussed in the conclusion.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.5 no.8
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• pp.1472-1491
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• 2011

As used product transactions are currently on the rise, the demand for transactions of secondhand digital content will grow in the future; thus, learning to make secure transactions while avoiding cyber attacks becomes an important issue. In this paper, we combine the new buyer's secret key, the new buyer's watermark to embed in resold digital content, and the reseller's encrypted watermark, which can prove legal ownership of the reseller. Using the privacy homomorphism property of RSA and exponential calculus, the original seller of digital content can verify the legality of the reseller and the new buyer. We also reduced the load of encryption/decryption digital content using a partial encryption/decryption algorithm to make our protocol more efficient and practical. In the proposed protocol, the seller is not able to conduct piracy and easily frame any other innocent secondhand buyer when a case of piracy is found. In fact, piracy can be clearly traced using the privacy homomorphism property of RSA and the embedded watermark mechanism. Further, in the proposed protocol, the seller himself can trace the piracy using exponential calculus. Since it is unnecessary to trust third party participation, the conspiracy problem is resolved and the new buyer is not required to participate in the dispute. Moreover, the seller, reseller and new buyer can simultaneously benefit from the secondhand transaction.

• Information Systems Review
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• v.15 no.1
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• pp.105-122
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• 2013

Given the proliferation of social network services, it has become important to understand its user's continued use behavior. As users' privacy concerns in SNS have been identified as a critical barrier against forming this continued intention, many studies have focused on inducing continued intention by mitigating privacy concerns. However, this paper suggests to approach users' continued intention not only from the perspective of mitigating privacy concerns but also from the perspective of increasing potential benefits. Under the theoretical framework of privacy calculus model, we conducted cross sectional survey on 150 Facebook and 150 KakaoTalk users. The result suggests that trust mediates the relationships between privacy concerns and continued intention and between network externality and continued intention, and the influence of support for network formation on continued intention. The effect of network externality on continued intention, however, is not significant among Facebook users while it is significant among KakaoTalk users.

• Journal of Information Technology Services
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• v.21 no.1
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• pp.1-19
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• 2022

With the revision of the Credit Information Use and Protection Act in August 2020, the MyData service based on open banking policy will take effect in January 2022. Nonetheless, the previous studies focused on the legal system or security-related issues of such service. Therefore, this paper conducted an empirical study on financial consumers aged 20 or older nationwide to analyze the factors which influence the intention to use MyData services based on open banking. Five characteristics representing open banking-based MyData service were derived through prior research, and a research model that combined value-based adoption model and privacy calculus theory was presented. The proposed research model and the relationship of its variables was analyzed using a sample of 400 users that is randomly selected. The results of empirical analysis showed that personalization had the greatest influence on benefits and reliability on sacrifice among service characteristics. They also suggested that MyData operators should devote themselves to providing customized services optimized for customers and establishing trust relationships. It was confirmed that both usefulness and enjoyment had a great influence on perceived value, and in terms of sacrifice, the burden of financial costs had a greater influence than privacy concerns. This study is meaningful in that it explored the psychological propensity of financial consumers to identify service utilization factors and presented a new approach that can contribute to the successful settlement of the domestic MyData industry.

• Journal of Digital Convergence
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• v.17 no.11
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• pp.127-136
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• 2019

In the social media, information that users share with service providers can be divided into personal identification information such as gender and age and privacy-related information such as photos and comments. However, previous works on IS and service management have shed relatively little light on the difference of information-sharing decisions depending on the type of information. This study examines information-sharing decisions by separating the two types of information. A structural equation modeling method is used to test the research model based on a sample of 350 Facebook in South Korea. Analysis results show that self-expression, trust, and perceived security had a significant positive effect on both user's intentions to give personal identification information and their intentions to give privacy-related information. However, privacy concerns negatively affected their intentions to give personal identification and intention to give privacy-related information. The analysis results confirm that there was no difference between decision-making processes about sharing personal identification information and ones about sharing privacy-related information.

• Knowledge Management Research
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• v.24 no.1
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• pp.73-97
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• 2023

Recently, the MyData market has been growing as the importance of data and issues related to personal information protection have drawn much attention together. MyData refers to the concept of guaranteeing an individual's right to personal information and providing and utilizing one's data according to individual consent. MyData service providers can combine and analyze customer information to provide personalized services. In the early days, the MyData business was activated mainly by private companies and the financial industry, but recently, public institutions are also actively taking advantage of MyData. Meanwhile, the importance of an individual's intention to provide MyData for the success of MyData businesses continues to increase, but research related to this is lacking. Moreover, existing studies have been mainly conducted on individual benefits of MyData; there are not enough studies in which both public benefit and perceived risk factors are considered at the same time. In this regard, this study intends to derive factors affecting the intention to provide MyData based on the privacy calculus model, examine their influencing mechanism, and further verify the moderating effects of individual capabilities and institutional type. This study can find academic significance in that it expanded and demonstrated the privacy calculus model in the context of MyData providing intention. In addition, the results of this study are expected to offer practical guidelines for developing and managing new services in MyData businesses.

• Informatization Policy
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• v.24 no.1
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• pp.79-99
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• 2017

Despite the early success story, the pan-industry diffusion of big data has been slow mostly due to lack of confidence of the value creation and privacy-related concerns. The problem leads us to the need to a stakeholder analysis on the adoption process of big data. The present study combines technology acceptance model, task-technology fit theory, and privacy calculus theory to integrate the positive and negative factors on the big data adoption. The empirical analysis was performed based on the survey from the current and potential big data users. Results revealed perceived usefulness, task-technology fit, and privacy concern are significant antecedents to the intention to use big data. Furthermore, there are significant differences in the perceptions of each constructs among groups divided by the types of big data use, with several exceptions. And the control effect was found in the magnitude of the relation between independent variables and dependent variable. The theoretical and politic implications of the analysis are discussed as to the promotion of big data industry.

• Information Systems Review
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• v.25 no.1
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• pp.165-187
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• 2023

The continuous increase in life expectancy and high interest in health has brought about significant changes in the use of health information by the public according to the development of information technology represented by the Internet and smartphones. As the medical market expands to the mobile health environment, many health-related apps have been created and distributed, but the acceptance rate is slow as it has become challenging to provide services due to various regulations. In this study, perceived value, perceived risk factors (psychological risk, risk of time-loss, legal risk), and perceived benefits (usefulness, interaction, autonomy) were derived and verified as factors that affect the acceptance resistance of personal health record apps based on the privacy calculation model. In addition, by analyzing the moderating effect of trust in the manufacturer, how the perceived risk and perceived benefit affect the perceived value was verified. A survey was conducted on Korean college students who recognized the personal health record apps but did not use them, and 127 samples were analyzed using structural equations. As a result of hypothesis verification, perceived value has a negative effect on acceptance resistance, perceived risk (risk of time-loss) has a negative effect on perceived value, and perceived benefits (usefulness, interaction, autonomy) were found to have a positive effect on perceived value. Trust in manufacturers has weakened the impact of perceived risks (legal risk) on perceived values. This study is expected to play an important role in maintaining a competitive advantage in the personal health record app market environment by identifying and proposing detailed criteria for reducing the acceptance resistance of personal health record apps.

• The Journal of Society for e-Business Studies
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• v.22 no.1
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• pp.89-106
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• 2017

In advanced mobile devices environment, the market share of mobile application has been increased. Among various mobile services, Location-based Service (LBS) is an important feature to increase user motivation related to purchase intention on mobile. However, individual privacy has also increased as an important problem for invasion of privacy and information leakage while too many LBS based applications (App) rapidly launched in the App market. In this study, we focused on perceived values of LBS App users who use Apps related to recommending best restaurants in China and South Korea. The purpose of this study is to identify important factors for perceived value when users provide personal information for LBS service provider. The result of this study is follows: perceived value can increase while LBS customers can more control self-information and information useability. Also information ability of users affected perceived values for LBS Apps. Also users' app user ability and perceived value were effects on privacy revenue. In addtion, perceived weakness of users and perceived value increased privacy threat.

• Information Systems Review
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• v.17 no.2
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• pp.77-100
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• 2015

This study examined the factors that influence the smartphone user's decision to accept the personalized mobile advertisement. As a theoretical basis, we applied the privacy calculus model (PCM) that illustrates how consumers are engaged in a dynamic adjustment process in which privacy risks are weighted against benefits of information disclosure. In particular, we investigated how smartphone users make a risk-benefit assessment under which personalized service as benefit-side factor and information privacy risks as a risk-side factor accompanying their acceptance of advertisements. Further, we extend the current PCM by considering advertisement fatigue as a new factor that may influence the user's acceptance. The research model with five (5) hypotheses was tested using data gathered from 215 respondents through a quasi-experimental survey method. During the survey, each participant was asked to navigate the website where the experimental simulation of a mobile advertisement service was provided. The results showed that three (3) out of five (5) hypotheses were supported. First, we found that the intention to accept advertisements is positively and significantly influenced by the perceived value of personalization. Second, perceived advertisement fatigue was also found to be a strong predictor of the intention to accept advertisements. However, we did not find any evidence of direct influence of privacy risks. Finally, we found that the significant moderating effect between the perceived value of personalization and advertisement fatigue. This suggests that the firms should provide effective tailored advertisement that can increase the perceived value of personalization to mitigate the negative impacts of advertisement fatigue.