• The Journal of Society for e-Business Studies
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• v.21 no.1
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• pp.131-145
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• 2016

This study built the theoretical frameworks for empirical analysis based on the analysis of the relationship among the concepts of risk of information privacy, the policy of information privacy via the provision studies. Also, in order to analyze the relationship among the factors such as the concern of information privacy, trust, intention to offer the personal information, this study investigated the concepts of information privacy and studies related with the privacy, and established a research model about the information privacy. Followings are the results of this study: First, the information privacy risk has the positive effects upon the information privacy concern and it has the negative effects upon the trust. Second, the information privacy policy has the positive effects upon the information privacy concern and it has the negative effects upon the trust. Third, the information privacy concern has the negative effects upon the trust. At last, the information privacy concern has the negative effects upon the provision intention of personal information and the trust has positive effects upon the offering intention of personal information.

• 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 Digital Convergence
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• v.14 no.12
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• pp.1-12
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• 2016

Today, with the popularity of smart phones and the proliferation of SNS, anyone is exposed to the risk of personal information leakage. Unlike the prior studies of privacy, this research aims to identify the privacy factors affecting the provision intention of individual information from the SNS Users. This study also analyses how the perceived privacy risks and corporate trust affect the provision intention of individual information. The analysis results of empirical data show that despite experiencing the privacy leakage such as direct hacking and being aware of the risk, people are providing firms with personal information. The most influential variables to perceived privacy risk are information privacy policy, information privacy concern, previous privacy experience and information privacy awareness in the decreasing order of importance. Those to the corporate trust are information privacy policy, information privacy awareness, previous privacy concern and information privacy experience. Besides, the corporate trust and the perceived privacy risk also affect the provision intention of personal information. Finally, this study proposes the implications for personal information privacy.

• Asia pacific journal of information systems
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• v.21 no.3
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• pp.1-18
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• 2011

Blog have become very popular with Internet users as one of the latest forms of online communication as well as knowledge sharing tools. However, blogs generate growing concerns regarding information privacy issues. This study, based on social exchange theory, presents results about bloggers' information sharing behavior. The 157 surveys are collected from a large university in the eastern U.S. The survey results indicate that trust which has four second order factors: economy based trust, trust in reciprocity, trust in other bloggers and trust in social interaction positively affects bloggers' information sharing behavior. However, online information privacy concerns have a negative impact on the relationship between trust and bloggers' information sharing behavior.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.16 no.10
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• pp.3438-3457
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• 2022

As location-based services (LBS) are widely used in vehicular ad-hoc networks (VANETs), location privacy has become an utmost concern. Spatial cloaking is a popular location privacy protection approach, which uses a cloaking area containing k-1 collaborative vehicles (CVs) to replace the real location of the requested vehicle (RV). However, all CVs are assumed as honest in k-anonymity, and thus giving opportunities for dishonest CVs to submit false location information during the cloaking area construction. Attackers could exploit dishonest CVs' false location information to speculate the real location of RV. To suppress this threat, an edge-assisted Trusted Collaborative Anonymity construction scheme called TCA is proposed with trust mechanism. From the design idea of trusted observations within variable radius r, the trust value is not only utilized to select honest CVs to construct a cloaking area by restricting r's search range but also used to verify false location information from dishonest CVs. In order to obtain the variable radius r of searching CVs, a multiple linear regression model is established based on the privacy level and service quality of RV. By using the above approaches, the trust relationship among vehicles can be predicted, and the most suitable CVs can be selected according to RV's preference, so as to construct the trusted cloaking area. Moreover, to deal with the massive trust value calculation brought by large quantities of LBS requests, edge computing is employed during the trust evaluation. The performance analysis indicates that the malicious response of TCA is only 22% of the collaborative anonymity construction scheme without trust mechanism, and the location privacy leakage is about 32% of the traditional Enhanced Location Privacy Preserving (ELPP) scheme.

• Journal of the Korea Society of Computer and Information
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• v.19 no.10
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• pp.175-184
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• 2014

The purpose of this study is to examine the factors influencing purchase intention of Location-Based Services (LBS) using privacy-trust-behavioral intention model. This model tests various theoretical research hypotheses relating to LBS, privacy-trust-behavioral intention model, and Concern for Information Privacy(CFIP). The target population of this study was LBS users. Data for this study were collected from January 21 to March 20, 2014. The data were gathered from 231 questionnaire respondents with experience using LBS. Among these reponses, 21 were excluded because of missing or inappropriate data. After removing the unsuitable questionnaires, a total of 210 surveys were considered for analysis. The results of hypothesis testing are as follows. First, location awareness positively influence privacy concerns. Second, privacy concerns negatively influence trust. Finally, trust positively influence purchase intention. The results of this study will provide various implication to improve purchase intention of LBS.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2014.10a
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• pp.131-134
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• 2014

The Internet allows firms to serve customers more effectively than ever before. In the B2C context, we examine the interrelationships among information privacy concerns, e-trust, and e-loyalty. The authors extend prior research by incorporating constructs of information privacy concerns into a more holistic conceptual framework. This study answers three research questions: Will the three components of information privacy concerns have a significant effect on e-loyalty through e-trust?, Does e-trust mediate e-loyalty?, Finally, do switching costs have a moderation effect between e-trust and e-loyalty?, The authors examine data from customers who have booked hotel accommodations online. The results support our hypotheses and confirm both the mediation role of e-trust and the moderation role of switching costs. Conceptually, this study provides an empirical validation of information privacy concerns, e-trust, and loyalty linkage. On the managerial level, this research provides insights into critical drivers of loyalty in the emerging online marketplace.

• The Journal of Society for e-Business Studies
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• v.23 no.4
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• pp.1-17
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• 2018

Recently, most online firms are trying to provide personalized services based on customer's data. However, customers are reluctant to give their information to online firm because of concerns about data breach. Online firms are seeking to increase their trust by ensuring the protection of personal information for customers through privacy seal (e.g. e-privacy) or data breach insurance. This research examines the effects of privacy assurance(i.e. privacy seal, data breach insurance) on consumer behavior in online environment. An experiment based on the hypothetical scenario was conducted using a between-subjects 2 (type of privacy assurance) + 1 (control) design. We found that both privacy seal and data breach insurance increased perceived privacy trust. In addition, privacy seal has a positive effect on the intention to provide personal information through perceived privacy trust. Finally, in the case of the group with a high (low) disposition to trust, higher perceived privacy trust is formed through privacy seal (data breach insurance). Theoretical and practical implications are discussed.

• The Journal of the Korea Contents Association
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• v.16 no.11
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• pp.53-62
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• 2016

This study aims to examine the difference in self-disclosure, Facebook use intensity, privacy concern, and trust between Facebook users with high and low levels of the privacy protection skills and then to investigate the effects of the variables on continuous use intention of Facebook. Results revealed that Facebook users with high level of privacy protection skill than those with low level of the skill show lower level of privacy concern, but higher level of Facebook use intensity and trust. In addition, privacy protection skill presented the significant moderating effects on the relationships between self-disclosure, trust, and continuous use intention of Facebook.