• 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.

• 경영정보학연구
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• 제20권1호
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• pp.115-135
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• 2018

프라이버시 연구에서 태도와 행동의 불일치성에 대해 논의하는 프라이버시 역설에 대한 관심이 높아지고 있으며, 프라이버시 역설에 대하여 다루는 연구도 점차 증가하고 있다. 국내 프라이버시 역설에 대한 연구의 질적 성장을 위해서는 프라이버시 역설에 대한 보다 심도있는 이론적 고찰이 반드시 필요한 시점이라고 판단된다. 따라서 본 연구에서는 국내에서 그동안 진행되어온 프라이버시 역설에 대해 다루는 기존 연구들에 대한 통합연구를 실시하였다. 통합연구를 실시한 결과, 국내 프라이버시 역설 연구는 시간이 지남에 따라 연구의 양도 증가하고 있지만 질적 수준도 향상되고 있다는 것을 확인할 수 있었다. 초기에는 프라이버시 역설 현상이 실제로 존재하는지 확인하는 수준의 연구였지만 점차 프라이버시 역설 현상이 발생하는 원인에 대해 다루는 연구가 증가하고 있다. 다양한 방법론이나 분석도구를 통해 프라이버시 역설의 원인을 밝혀내고자 시도되고 있지만 프라이버시 역설 연구는 여전히 초기단계라고 할 수 있으며, 질적 수준의 성장을 위해 더 많은 노력이 필요할 것으로 보인다. 프라이버시 역설 현상에 대한 명확한 이해를 위해서는 인간의 합리적인 사고를 가정하는 전통경제학에서 벗어나 제한된 합리성을 주장하는 행동경제학 측면에서 연구가 확장되어 나간다면 프라이버시 분야의 학문적 발전에 기여할 수 있을 것이라 기대된다.

• Journal of Information Technology Applications and Management
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• 제28권6호
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• pp.145-161
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• 2021

Recently, as personal information utilization devices such as IoT, artificial intelligence, and wearable devices that focus on the individual have spread, privacy violations are also increasing. However, the privacy paradox of providing personal information to enjoy services while worrying is getting stronger. However, there are still preliminary studies on this. In this study, an intelligent home camera based on IoT technology was selected as a research object, and whether privacy paradox exists in the IoT environment, including smart home camera, was studied. To this end, the effect of perceived usefulness, a benefit factor of smart home camera use, and privacy concern, a risk factor, on intention to use was verified. In addition, it was investigated whether the relationship between privacy concerns and intention to use differs according to the presence or absence of use experience. In order to verify the research model, a survey was conducted with people with and without experience in using smart home cameras, and a total of 298 data samples were used for statistical analysis. As a result of the analysis, it was found that both perceived usefulness and privacy concerns had a positive effect on the intention to use, proving that privacy paradox exists in the IoT-based smart home camera environment. In addition, by analyzing the fact that privacy concerns have different effects on usage intentions depending on the user experience, it was verified that those with experience have a strong privacy paradox and those without experience have a weak privacy paradox. This study is meaningful because it seeks strategic implications to improve service and business performance by understanding the relationship between privacy attitudes and behaviors of IoT service providers, including smart home cameras.

• 지식경영연구
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• 제17권1호
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• pp.17-47
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• 2016

People use social network services (SNSs) for various purposes, for example, to share information, to express themselves, and to strengthen social relationships with others. Meanwhile, problems of personal information leakage and privacy infringement become a social issue and thus information privacy concerns about inappropriate collection and use of personal information increase in SNSs (e.g., Facebook). Although people have privacy concerns in SNSs, they behave in a contradictory way, voluntarily presenting themselves and disclosing personal information. This phenomenon is called 'privacy paradox'. Using dual factor theory, this study investigates the phenomenon of privacy paradox by looking into enablers (e.g., self-presentation) and inhibitors (e.g., information privacy concern) for continuous use of Facebook that can co-exist independently of each other. It also includes antecedents of self-presentation (i.e., narcissism, need for affiliation, involvement, and self-efficacy) and those of information privacy concern (i.e., previous experience of privacy infringement, privacy awareness, and privacy control). The results show that most hypothesized relationships were supported. These findings provide strategic implications for SNS providers who want to promote continuous use of SNS. Under the current circumstances in which enhanced privacy policies are required, this study would be a useful reference for future research on information privacy issues in SNSs.

• 디지털산업정보학회논문지
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• 제15권4호
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• pp.213-225
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• 2019

Privacy paradox is a paradoxical behavior that provides personal information even though you are concerned about privacy. Social media users are also often concerned about their personal information exposure. It is even reluctant to describe personal information in profile. However, some users describe their personal information in detail on their profile, provide it freely when others request it, or post their own personal information. The survey was conducted using Google Docs centered on Facebook users. Structural equation model analysis was used for hypothesis testing. As an independent variable, we use personal information infringement experiences. As a mediator, we use privacy indifference, privacy concern, and the relationship with the act of providing personal information. Social media users have become increasingly aware of the fact that they can not distinguish between the real world and online world by strengthening their image and enhancing their image in the process of strengthening ties, sharing lots of information and enjoying themselves through various relationships. Therefore, despite the high degree of privacy indifference and high degree of privacy concern, the phenomenon of privacy paradox is also present in social media.

• 정보화정책
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• 제22권3호
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• pp.16-35
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• 2015

최근 프라이버시 분야에서는 태도와 행동의 일관성 가정을 토대로 진행되어온 기존의 프라이버시 연구를 부정하고, 프라이버시 태도가 더 이상 행동에 영향을 미치지 않는다고 주장하는 프라이버시 역설 관점의 연구가 점점 증가하고 있는 추세이다. 본 연구에서는 정보제공의도와 정보제공행동 간의 관계에서 프라이버시 역설 현상이 실제로 존재하는지 확인하고, 왜 이러한 현상이 나타나는지 행동경제학에서 논의되는 이중 프로세스 이론을 통해 설명하고자 하였다. 실증분석 결과, 정보제공의도와 정보제공행동 간에는 통계적으로 유의한 차이가 있는 것으로 나타나 프라이버시 역설의 존재가 확인되었다. 다음으로, 프라이버시 위험은 합리적 사고에 의해 지배되는 프라이버시 의사결정의 결과인 정보제공의도에, 프라이버시 신뢰는 직관적 사고에 의해 지배되는 실제 교환관계의 결과인 정보제공행동에 영향을 미치는 것으로 분석되어 이들이 상황에 따라 차별적 역할을 한다는 것이 확인되었다.

• 한국멀티미디어학회논문지
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• 제22권9호
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• pp.1046-1054
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• 2019

With regard to the diffusion of mobile Internet service and generational differences for Internet use, this study aims to explore the relationship between the Internet activities and privacy concern based on the media dependency theory. Using the Korea Media Panel data produced by KISDI in 2018, this study analysed 8,988 nation-wide samples to test the difference of Internet use in personal privacy concern among generations. The results of the study showed that there was statistically significant difference for privacy concern among generations. This study has an implication to reveal the phenomenon of 'privacy paradox' by showing that SNS use negatively influenced users' privacy concern.

• Asia pacific journal of information systems
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• 제30권4호
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• pp.919-945
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• 2020

Social media platforms such as Instagram and Facebook lead to potential security risks, which consequently raise public concerns about privacy. However, most people rarely make active efforts to protect their personal data, even though they have shown increasing concerns about privacy. Therefore, this study examines the factors that determine social media users' behavior of using privacy settings and testifies the existence of privacy paradox in such a context. In addition, it investigates the mediating effects of implementation intentions on the relationship between intentions and behaviors. In the study, we collected data through questionnaires, and the respondents were undergraduate and graduate students in South Korea. After a pilot test (n = 92) and a set of face-to-face interviews, 266 usable responses were retrieved for data analysis finally. The results confirmed the existence of the privacy paradox regarding the use of social media privacy settings. And the implication intention did positively mediate the relationship between intention and behavior in the context of social media privacy settings. To the best of our knowledge, our study is the first in the information privacy literature to introduce the notion of implementation intention which is a much more powerful explanation and prediction of actual behavior than the (behavioral) intention.

• 정보화정책
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• 제27권1호
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• pp.72-91
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• 2020

공개된 프로필을 기반으로 개인정보에 대한 접근이 상대적으로 자유로운 개방형 SNS와 미리 소통할 지인의 범위를 제한하여 개인정보의 유출에 덜 취약한 폐쇄형 SNS에서 프라이버시 역설 현상이 다르게 관측될 수 있다는 개연성에 기인하여, 본 연구에서는 SNS를 개방형과 폐쇄형으로 구분하고, 어떠한 SNS 활동에서 프라이버시 역설이 성립하는지를 살펴보았다. 실증분석의 결과는 다음과 같다. 첫째, SNS 사용 여부의 경우, 전체적인 SNS 활동에서는 프라이버시 역설이 성립하지만, 개방형 및 폐쇄형 SNS에 따라 다른 결론이 도출되었다. 특히, 침해에 더 취약한 개방형 SNS에서는 프라이버시 염려가 증가함에 따라 개인들이 합리적이고 바람직하게 SNS 활동을 감소키는 식으로 대응하는 것이 관찰되었다. 둘째, SNS 사용 강도의 경우, (i) 헤비 유저가 라이트 유저에 비해 프라이버시 침해의 개연성을 더 심각하게 인식하여 프라이버시 염려의 증가에 따라 사용 강도를 감소하는 식의 합리적인 반응을 하며, 또한 (ii) 이러한 경향이 개인정보 침해에 취약한 개방형 SNS에서 더욱 뚜렷하게 관찰되는 것으로 나타났다. 이에 따라 SNS 활동을 구분하지 않고 통합적으로 분석하여 프라이버시 역설의 존재를 주장하는 것은 일종의 '구성의 오류(Fallacy of Composition)'를 범하는 것으로 해석할 수 있다.

• 지식경영연구
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• 제19권1호
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• pp.19-39
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• 2018

With the development of information technology, social network services (SNS) such as Facebook and Twitter became popular and many users disclose their personal and sensitive information like private story, photographs and location information through posting and sharing. Despite the privacy concerns in SNSs, individuals continue to disclose their identity online. This phenomenon is called 'privacy paradox'. The purpose of this study is to examine the role of collective efficacy on self-disclosure in SNS context and to explain privacy paradox phenomenon. Drawing upon the communication privacy management theory, research model was developed and empirically tested with cross-sectional data from 306 individuals. Results revealed that collective efficacy has a direct positive effect on self-disclosure while privacy risk is negatively related to self-disclosure. However, privacy concern is not directly related to self-disclosure. The relationship between privacy concern and self-disclosure was moderated by collective efficacy.