• Human Ecology Research
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• 제55권2호
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• pp.205-219
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• 2017

This study redefines 'consumer privacy attitude and behavior discrepancy' that occurs in the transaction environment that exists between consumer and provider as 'consumer privacy paradox.' In this study, qualitative research was conducted based on grounded theory. This study explored how consumers react to a privacy paradox as well as looked into how to adapt to the negative and positive results that can be generated by the privacy paradox. 'Consumer privacy paradox' is the same as the existing privacy paradox in that consumers can utilize the resources of personal information to consume and benefit from the market environment. However, it differs from previous studies in that it examines the privacy paradox in terms of consumer influence and consumer experience. The results of the study are as follows. First, a paradigm model of the consumer privacy paradox was derived. Second, consumers used three types of strategies to rationalize themselves or maintain indifference or relief to cope with the consumer privacy paradox. Third, the possibility of damage and the responsibility for privacy protection were the mediators of the consumer privacy paradox. Fourth, the 'result' generated by the consumer privacy paradox showed four types of: non-response, satisfaction, commitment to change, and negative emotional experience. Fifth, there is a difference in strategies to respond to the consumer privacy paradox according to consumer types.

• 대한가정학회지
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• 제37권10호
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• pp.55-66
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• 1999

The purpose of this study is to propose consumer policy related to the protection of personal information on the basis of regulations and laws in the developed countries. From this study, implications for the protection consumer privacy are discussed as follows. First, Consumer education is needed to enhance consumers'knowledge on their privacy right and this should be done not only by private consumer organization but also by businesses. Second, Businesses should realize ethical responsibilities of consumers'privacy right when they use personal information by databasemarketing. Finally, Government should establish a privacy law concerning both public and private sectors.

• 유통과학연구
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• 제22권6호
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• pp.95-106
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• 2024

Purpose: This study investigates the complex dynamics of consumer behavior in Vietnamese banking omnichannel environments, focusing on the roles of service consistency, service transparency, flow, perceived privacy risk, and loyalty intention. Research design, data and methodology: Using a sample of 422 Vietnamese bank customers, data analysis revealed significant relationships among the variables under investigation. Results: Firstly, service consistency was found to positively influence flow experiences and negatively impact perceived privacy risk, highlighting the importance of uniform service quality across channels in enhancing consumer engagement while mitigating privacy concerns. Similarly, service transparency was positively associated with flow experiences and negatively associated with perceived privacy risk, underscoring the importance of transparent information dissemination in fostering immersive consumer experiences while alleviating privacy apprehensions. Furthermore, both flow experiences and perceived privacy risk significantly influenced loyalty intentions, indicating the pivotal roles of engaging experiences and data security in driving consumer loyalty. Additionally, mediated relationships were observed, demonstrating the interplay between service consistency, service transparency, flow, perceived privacy risk, and loyalty intention in shaping consumer behavior in omnichannel contexts. Conclusions: These findings provide valuable insights for retailers and marketers seeking to optimize consumer experiences and cultivate loyalty in omnichannel environments by prioritizing consistency, transparency, and data privacy protection.

• 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.

• 디지털융복합연구
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• 제13권6호
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• pp.1-12
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• 2015

최근 스마트폰이나 태블릿 PC 등 모바일 기기의 사용 확산과 함께 모바일 앱(어플리케이션)의 사용도 증가되면서 모바일 앱에서의 프라이버시 문제가 새롭게 대두되고 있다. 이에 해외 주요 기관에서는 관련 이해관계자들에게 가이드라인과 소비자 체크리스트를 발표하고 있다. 국내의 경우 가이드라인은 있으나, 소비자의 프라이버시 역량강화를 위한 노력이 미흡하다. 이에 본 연구에서는 국내외 모바일 앱 프라이버시 관련 가이드라인을 살펴보고, 앱 사용단계별로 소비자가 경험할 수 있는 프라이버시 위험 요인을 "개인정보보호법"에 근거하여 내용을 분석하는 것을 통해 소비자의 자율적 프라이버시 보호를 위한 체크리스트를 제시하였다. 이 체크리스트는 소비자들의 프라이버시 자율관리 역량 강화에 도움이 될 것이며, 이는 모바일 생태계의 선순환 구조를 마련하는데 일조할 것이다.

• 지식경영연구
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• 제18권1호
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• pp.159-176
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• 2017

Recently, the popularity of smartphones has led to a dramatic increase in the frequency of use of App(Application) services. LBS (Location-Based Service) App service adopts various methods such as push marketing and useful information by region through providing location-based service based on the location of the consumer. In particular, an enterprise or an App management company can provide necessary information to the consumer through the necessary information among the customer related knowledge information obtained by utilizing the location information of the consumer in real time. Nevertheless, since LBS is a service that can be performed only when the company obtains consent to provide location information voluntarily by the consumer, there is a case of privacy infringement due to consumers' use of personal information. The purpose of this study is to identify the characteristics of privacy related variables and the knowledge structure for consumer value formation based on the theory of privacy calculation. We also compared the characteristics of Korea with those of China in privacy issue. As a result of the analysis, it was confirmed that factors such as information utilization ability and information control ability were influential as a key factor of privacy calculation. In addition, perceived value influences the reputation of the LBS App service.

• International Journal of Contents
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• 제8권2호
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• pp.43-51
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• 2012

This study identifies the determinants of increasing privacy concerns in the mobile apps. The privacy affecting factors will be divided into the 3 categories on the basis of both users' and developers' perspective. First, this study explores whether the users' seeking value affects concern of the mobile apps privacy. Second, gender gap on the mobile privacy sensitivity will be tested. Third, this study identifies the meaning of apps developers' providing toolkit in the users' sensitivity on the privacy. The result showed that innovation among the customer's characteristics was identified the most significant factor to affect the mobile app privacy sensitivity. Ethical norm related variables (ethical identity, subjective norm and utilitarian value) were also identified as the meaningful variables in the mobile app privacy. Toolkits provided by app developers are also appeared a significant variable to affect the customer's app privacy sensitivity negatively. Finally gender also appears the meaningful factor in the mobile app privacy sensitivity.

• 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.

• Journal of Information Technology Applications and Management
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• 제30권5호
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• pp.121-139
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• 2023

This study tried to identify factors affecting online activity before and after the COVID-19 pandemic. To this end, the effects of consumer innovativeness, self-esteem, and need for cognition on the activity of online media such as Internet and social media were investigated, and whether privacy concerns had a moderating effect. For this study, survey data from 2019(before the outbreak of COVID-19) to 2021(after the outbreak of COVID-19) of the 'Korea Media Panel Survey' surveyed by the Korea Information Society Development Institute was used for analysis. The research results that affect Internet activity are as follows. Before the outback of COVID-19, it was found that hedonic innovativeness and social innovativeness had a positive effect and cognitive innovativeness had a negative effect on increasing Internet activity. There was no moderating effect on privacy concerns. The period after the outbreak of COVID-19, need for cognition was found to have a positive effect on increasing social media activity. In addition, the moderating effect of privacy concerns was found in the relationship between need for cognition and Internet activity. There was no privacy concern effect before the outbreak of COVID-19, and the privacy concern effect appeared on functional innovation and need for cognition after the outbreak of COVID-19. This study aims to present various implications for companies to understand the characteristics of online consumers using the Internet and social media after the pandemic.

• 한국정보시스템학회지:정보시스템연구
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• 제25권3호
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• pp.197-215
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• 2016

Purpose This study aims to investigate the factors that influence decision making in relation to providing personal information on the internet with respect to the integration of the privacy calculus theory and protection motivation theory based on the dual-calculus model proposed by Li(2012). Design/methodology/approach The privacy calculus theory and protection motivation theory have been applied to explain privacy behavior to a certain degree but few studies have been conducted to explain privacy behavior based on the integration of these two theories. Although Li(2012) proposed the dual-calculus model, he only proposed its framework and did not carry out an empirical study. Therefore, this study proposes a research model that integrates these two theories and examines the relationship between the two theories through an empirical study. Findings According to the results of empirical analysis, it was found that all relations have statistically significant explanatory power except the relation between coping appraisal and privacy risk in the risk calculus process. Thus, the results verify that external threat played a decisive role in increasing the risk level of a consumer's privacy. It can be discussed the ways to enhance the privacy behavior of consumer on the internet through these findings.