• Title/Summary/Keyword: Privacy Calculus Model

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Intention to Use and Group Difference in Adopting Big Data: Towards a Comprehensive View (활용 주체별 빅데이터 수용 인식 차이에 관한 연구: 활용 목적, 조직 규모, 업종 특성을 중심으로)

  • Lee, Young-Joo;Yang, Hyun-Cheol
    • 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.

The Smartphone User's Dilemma among Personalization, Privacy, and Advertisement Fatigue: An Empirical Examination of Personalized Smartphone Advertisement (스마트폰 이용자의 모바일 광고 수용의사에 영향을 주는 요인: 개인화된 서비스, 개인정보보호, 광고 피로도 사이에서의 딜레마)

  • You, Soeun;Kim, Taeha;Cha, Hoon S.
    • 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.

A Study on Influencing Factors of Continuous Use Intention by SNS Connection Type and User Psychology (SNS 접속형태와 이용심리에 의한 지속사용의도 영향요인 연구)

  • Hong, Hee-Kyung;Choi, Jung-Il;Han, Kyeong-Seok
    • Journal of Digital Contents Society
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    • v.18 no.5
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    • pp.957-967
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    • 2017
  • In this study, factor, is focused on user's psychology and SNS using style, of intention to use SNS continuously being affeted to who want to stop using SNS. This study utilized the foundational frame of PCM and TAM2 and indepednent variable and Mediating variable were based on previous research. I used statistical programs such as AMOS 18.0 and SPSS 18.0 to verify the practical examination of the hypothesis of this study and the questionnaire was distributed to the public and IT students who once used SNS, and made the 443 questionnaires to analyze on final except missing values and insincere responses. The result of study was that intention to use SNS continuously are affected by positive and negative psychological factors and will be helpful to provide a service plan for SNS and establish for marketing strategy.

Study on the Factors Affecting the Intention to Share Electronic Medical Records (전자의무기록 공유 의도에 영향을 미치는 요인 연구)

  • Young Eun Kim;Jee Yeon Lee
    • Journal of the Korean Society for information Management
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    • v.41 no.1
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    • pp.283-311
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    • 2024
  • This study examined the factors affecting the intention of the public to share electronic medical records(EMR) based on the theory of reasoned action and the privacy calculus model. It also investigated whether the purpose of EMR sharing varies depending on personal characteristics, such as the degree of interest in health and personal medical history. According to an online survey of 145 people, altruistic enjoyment, awareness of personal information protection, recognition of legal and institutional roles, and interest in health had a positive impact on the level of EMR sharing, and trust in hospitals positively adjusted the relationship between recognition of legal and institutional roles and sharing intentions. Accordingly, we confirmed that the public recognized the role of the government and hospitals in the sharing process as necessary. The public interest benefits of sharing are critical to activating public participation in the sharing of EMR, and it is also essential to prepare guidelines that legally guarantee the security and proper use of EMR.