• Journal of Distribution Science
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• v.22 no.6
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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.

• 한국경영정보학회:학술대회논문집
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• 2008.06a
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• pp.493-517
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• 2008

The purpose of this research is to identify effect of communication strategy as effectively communication method which is decreasing Internet Web site users' perceived information privacy concerns as important factor affecting to positive behavior or behavioral intentions on long-term relational outcome perspectives. This study suggests alternatives concepts and causal relationship about information privacy issues. First, it addressed collaborative communication strategy (CCS) model of effective communication method for Web site's IPP to users. Second, it provided comparing and integrating streams of information privacy research on long-term relational outcomes perspective. Third, it assessed effectiveness of Web site's IPP on organization legitimacy ensured continuous survival of organization. A research model was proposed and subsequent hypotheses were empirically tested with partial least square (PLS) based on 684 responses from the users of 21 Internet Website among entirely finance, recruit, portal /e-store Web site. It was learned that CCS(as a communication method) and relationship quality(representing long-term relational outcomes)was positively associated with decreasing user's IPC more than privacy risk. Also, legitimacy to information privacy practice positively associated with willingness to information providing more than negative effect of IPC. Lastly, their association strength was partially moderated by the type of real information sensitivity.

• Korean Management Science Review
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• v.29 no.2
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• pp.1-20
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• 2012

While feeling anxious about the risk of exposure of personal information and privacy, users of microblogs and social network services are continuously using them. This study aims to develop a model to investigate this phenomenon. Specifically, this study explores the relationship between personal characteristics (represented by privacy concern and self-presentation) and an individual's self-disclosure. An individual's personal belief (represented by perceived risk and perceived trust) is also tested as an mediator between the relationship. Through a questionnaire survey to 183 twitter users in Korea, the results indicate that self-presentation has a direct influence on self-disclosure as well as an indirect influence through perceived trust. In contrast, privacy concern has not a direct but an indirect negative influence on self-disclosure through perceived risk. In conclusion, self-presentation has a stronger influence on self-disclosure then privacy concern to Twitter users. An individual who has a higher propensity for self-presentation will form a stronger perceived trust on Twitter, which in turn, affects the individual's self-disclosure. On the other hand, an individual who is more concerned with personal privacy will feel more serious about perceived risk, which in turn, negatively influences one's perception of the trust in Twitter as well as his desire for self-disclosure.

• Journal of Korea Society of Industrial Information Systems
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• v.22 no.1
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• pp.69-87
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• 2017

This Research Attempted to Clarify the Eeffect of Privacy Concern and Institutional Trust on Privacy Decision based on Privacy Calculus Perspective. We Developed a Research Model Suggesting that the Influence of Privacy Benefit and Privacy risk on the Information Disclosure Behavior and the Influence of Privacy Concern and Institutional Trust on the Privacy Calculus. In this Regard, in Order to Examine the Difference According to the Target whose Personal Information was Collected, an Empirical Analysis was Conducted to Compare the E-commerce Field and LBS(Location Based Service) Field. The Results of Empirical Analysis are as follows. First, it is Founded that other Relations were All Statistically Significant Except the Relation between Privacy Risk and Information Disclosure Behavior in the LBS group. Next, as a Results of Comparison of Constructs in the E-commerce and Institutional trust than the LBS group, Identifying that the Consumers are more Sensitive to the Personal Information Collected in the E-commerce site.

• Journal of the Korea Institute of Information Security & Cryptology
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• v.34 no.2
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• pp.323-333
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• 2024

Recently, Syntheic data has been in the spotlight as a technology that can protect personal information while maintaining the patterns and characteristics of actual data. Accordingly, technical and institutional research on synthetic data is actively being conducted, but it is difficult to actively use synthetic data due to the lack of clear standards and guidelines. This study is a preliminary study for quantifying the disclosure risk of synthetic data, and derives a privacy disclosure risk index through statistical methodology and suggests specific application measures to comply with the General Data Protection Regulation(GDPR). It is expected that the disclosure risk and the balance of data utility can be controlled through the privacy disclosure risk index of this study in an open data environment.

• Informatization Policy
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• v.17 no.2
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• pp.68-85
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• 2010

This study extends the privacy calculus model to investigate the role of information transparency in influencing individual decision making on information disclosure. The proposed model integrates perceived usefulness and ease of use as benefit-side factors and information privacy risk as a risk-side factor accompanying information disclosure, and theorizes the effects of information transparency on the factors. The research model was tested using data gathered from 163 respondents through an online survey method. Results suggest that users'perception of information transparency not only increases the perceived benefits from the online site but also mitigates the risk related with information disclosure, resulting in higher intention to provide personal information to the site. Further, we find that online firms may improve users' perception of information transparency by providing explanation on why particular personal information is required and how it will be used.

• Asia pacific journal of information systems
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• v.27 no.3
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• pp.156-175
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• 2017

The proposed conceptual framework is based in the relationships among knowledge of personal information security, trust on the personal information security policies of parcel delivery service companies, privacy concern, trust in and risk of parcel delivery services, and user satisfaction with parcel delivery services. Drawing upon both cognitive theory of emotion and cognitive emotion theory that complement each other, we propose a research model and examine the relationships between cognitive and emotional factors and the usage of parcel delivery services. The proposed model is validated using data from customers who have previously used parcel delivery services. The results show a significant relationship between the cognitive and affective factors and the usage of parcel delivery services. This study enhances our understanding of parcel delivery services based on the consumers' psychological processes and presents useful implications on the importance of privacy and security in these services.

• The Journal of Society for e-Business Studies
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• v.19 no.3
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• pp.65-89
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• 2014

Although many studies have focused on the influences and outcomes of personal information leakage, few studies have investigated how the personal information leakage prevention behavior differs depending on internet user. This study attempts to supplement the existing studies' limitations with the use of risk perception attitude (RPA) framework. More specifically, this study tries to show internet user can be classified into four groups based on perceived risk of personal information leakage and efficacy beliefs of personal information protection, and to identify how the groups differ in terms of motivation, information seeking, and behaviors for privacy leakage prevention. Analysis on survey data from 276 internet users reveals that the users can be classified into responsive, avoidance, proactive, indifference groups. Furthermore, there are differences between groups in terms of motivation, information seeking, and behaviors for personal information leakage prevention. This study contributes to expand existing literature by providing tailored guidelines for implementation of personal information protection strategies and policy.

• Journal of Digital Convergence
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• v.11 no.1
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• pp.107-119
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• 2013

The purpose of this study is to find an answer why internet users are unconcern about their privacy information. We found that perceived privacy risk and website usability have a significant effect on privacy unconcern. That is, individuals who have experiences privacy incidents are more likely to be unconcern about their privacy information. Accordingly, organizations who supply services on the web have to pay more attention to these individuals to increase a privacy concern. Implications and Conclusions are discussed.

• International Journal of Fuzzy Logic and Intelligent Systems
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• v.11 no.3
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• pp.197-203
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• 2011

Personal Identifiable Information (PII) is considered information that identifies or can be used to identify, contact, or locate a person to whom such information pertains or that is or might be linked to a natural person directly or indirectly. In order to recognize such data processed within information and communication technologies such as PII, it should be determined at which stage the information identifies, or can be associated with, an individual. For this, there has been ongoing research for privacy protection mechanism to protect PII, which now becomes one of hot issues in the International Standard as privacy framework and privacy reference architecture. Data processing flow models should be developed as an integral component of privacy risk assessments. Such diagrams are also the basis for categorizing PII. The data processing flow may not only show areas where the PII has a certain level of sensitivity or importance and, as a consequence, requires the implementation of stronger safeguarding measures. This paper propose a standard format for satisfying the ISO/IEC 29100 "Privacy Framework" and shows an implementation example for privacy reference architecture implementing privacy controls for the processing of PII in information and communication technology.