프라이버시 보호인식 및 보호행동의도에 미치는 영향 요인과 프라이버시 침해경험의 조절효과에 관한 연구

다국어 초록 (Multilingual Abstract)

Recently, Social Network Services(SNS) have been rapidly growing and become increasingly popular. These SNSd encourage people to reveal too much information broadly so people need to provide private information to use SNSs. As a result, SNS users are concerned about privacy invasion and privacy protection becomes an important issue among SNS users. However, there are a few empirical researches investigating privacy protection on SNS. Thus, this study examined the factors that might influence SNS users to protect privacy about themselves based on Protection Motivation Theory(PMT). Using university students as a sample, one hundred and eighty nine are collected for further analysis. The results of this study are as follows; First, self-efficacy, response efficacy, perceived severity, information sensitivity, and ethical identity are significantly related to privacy protection awareness, while perceived vulnerability is not significantly related. Second, privacy protection awareness have a positive effect on the privacy protection behavior intention on SNS. Finally, the results also show that privacy invasion experience have a moderating effect on the links between privacy protection awareness and privacy protection behavior Intention.

목차 (Table of Contents)

• Abstract
• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 연구모형 및 가설
• Ⅳ. 연구방법 및 실증분석
• Ⅴ. 결론
• 참고문헌

참고문헌 (Reference)

1 김지혜, "온라인에서의 소비자프라이버시 보호행동분석: 보호동기이론을 중심으로" 1-10, 2010

2 김종기, "온라인 사용자의 프라이버시 보호행동에 대한 연구: 프라이버시 역설 관점에서" 한국인터넷전자상거래학회 13 (13): 41-64, 2013

3 김덕희, "소셜네트워크서비스(SNS) 만족에 미치는 서비스 품질요인에 관한 연구" 한국디지털정책학회 9 (9): 225-233, 2011

4 오태원, "소셜 네트워크 서비스(SNS) 환경에서 프라이버시의 개념 변화" 23 (23): 26-42, 2011

5 이동만, "개인의 성향을 고려한 SNS(Social Network Service)의 지속적인 사용의도에 영향을 미치는 요인에 관한 실증연구: 이용자의 내 ․ 외향성을 중심으로" 한국인터넷전자상거래학회 13 (13): 105-126, 2013

6 고형석, "가상공간과 개인정보보호" 3 (3): 37-64, 2003

7 Cismaru, M, "Using Protection MotivationTheory to Increase the Persuasivenessof Public Service Communications"

8 Ifinedo, P, "Understanding InformationSystems Security Policy Compliance:An Integration of the Theory ofPlanned Behavior and the ProtectionMotivation Theory" 31 (31): 83-95, 2012

9 Lee, Y. H, "Understanding Anti-PlagiarismSoftware Adoption: An ExtendedProtection Motivation Theory" 50 (50): 361-369, 2011

10 Warren, S. D, "TheRight to Privacy" 4 (4): 193-220, 1890

11 Gupta, S, "TheModerating Effect of Transaction Experience on the Decision Calculus inOn-line Repurchase" 12 (12): 127-158, 2007

12 백영미, "The determinants of increasing privacy concerns in the mobile apps" 한국콘텐츠학회 8 (8): 43-51, 2012

13 Xu, H, "The PersonalizationPrivacy Paradox: An ExploratoryStudy of Decision Making Process forLocation-Aware Marketing" 51 (51): 42-52, 2011

14 Yang, S, "The Influenceof Information Sensitivity Compensationon Privacy Concern and Behavioral Intention" 40 (40): 38-51, 2009

15 Bansal, G, "The Impact of Personal Dispositionson Information Sensitivity, PrivacyConcern and Trust in DisclosingHealth Information Online" 49 (49): 138-150, 2010

16 Van Dyke, T. P, "The Effect of Consumer PrivacyEmpowerment on Trust and PrivacyConcerns in E-Commerce" 17 (17): 68-81, 2007

17 Youn, S, "Teenagers’ Perceptions ofOnline Privacy and Coping Behaviors:A Risk-Benefit Appraisal Approach" 49 (49): 86-110, 2005

18 Bandura, A, "Self-efficacy: toward aUnifying Theory of BehavioralChange" 84 (84): 191-215, 1977

19 Banks, M. S, "Risky Behaviour in OnlineSocial Media: Protection Motivationand Social Influence" 2010

20 Carmines, E. G, "Reliability and Validity Assessment" Sage Publications 1979

21 Nunnally, N. C, "Psychometric Theory" McGraw-Hill 1978

22 Pavlou, P. A, "Psychological Contract Violation inOnline Marketplaces: Antecedents,Consequences, and Moderating Role" 16 (16): 372-434, 2005

23 Rogers, R. W, "Protection Motivation Theory, Handbook of Health Behavior Research, Vol. 1, Personaland Social Determinants" PlenumPress 1997

24 Westin, A. F, "Privacy and Freedom" Atheneum 1967

25 Anderson, C. L, "Practicing Safe Computing: AMultimethod Empirical Examination ofHome Computer User SecurityBehavioral Intentions" 34 (34): 613-643, 2010

26 Junglas, I, A, "Personality Traitsand Concern for Privacy: An EmpiricalStudy in the Context of Location-Based Services" 17 (17): 387-402, 2008

27 Vance, A, "Motivating IS Security Compliance:Insights from Habit and ProtectionMotivation Theory" 49 (49): 190-198, 2012

28 Kim, S. H, "Moderating Effects of JobRelevance and Experience on MobileWireless Technology Acceptance : Adoptionof a Smartphone by Individuals" 45 : 387-393, 2008

29 Son, J. Y, "InternetUsers Information Privacy- ProtectiveResponses: A Taxonomy and aNomological Model" 32 (32): 503-529, 2008

30 Dinev, T, "InternetPrivacy Concerns and TheirAntecedents Measurement Validity anda Regression Model" 23 (23): 413-422, 2004

31 Malhotra, N. K, "Internet Users’ Information PrivacyConcerns(IUIPC): The Construct, theScale, and a Causal Model" 15 (15): 336-355, 2004

32 Smith, H. J, "Information Privacy: MeasuringIndividual’s Concerns about OrganizationalPractices" 20 (20): 167-196, 1996

33 Mohamed, N, "Information Privacy Concerns,Antecedents and Privacy Measure Usein Social Networking Sites: Evidenceform Malaysia" 28 (28): 2366-2375, 2012

34 Carte, T. A, "InPursuit of Moderation: Nine CommonErrors and Their Solutions" 27 (27): 479-501, 2003

35 Leach, J, "Improving User SecurityBehavior" 22 (22): 685-692, 2003

36 Salleh, N, "Examining InformationDisclosure Behavior on Social NetworkSites Using Protection MotivationTheory, Trust and Risk" 2012 : 1-11, 2012

37 Fornell, C, "Evaluating Structural EquationModels with Unobservable Variablesand Measurement" 18 (18): 39-50, 1981

38 Dabbs, J. M, "Effectsof Varying the Recommendations in aFear-Arousing Communication" 4 (4): 525-531, 1966

39 Sheehan, K. B, "Dimensions of Privacy Concernamong Online Consumers" 19 (19): 62-73, 2000

40 Youn, S, "Determinants of OnlinePrivacy Concern and Its Influence onPrivacy Protection Behaviors amongYoung Adolescents" 43 (43): 389-418, 2009

41 Rogers, R. W, "Cognitive andPsychological Process in Fear Appealsand Attitude Change: A RevisedTheory of Protection Motivation, Social Psychophysiology: A SourceBook" Guildford Press 153-176, 1983

42 Dinev, T, "An ExtendedPrivacy Calculus Model for E-CommerceTransactions" 17 (17): 61-80, 2006

43 Zhang, L, "Am IReally at Risk? Determinants ofOnline Users’ Intentions to Use StrongPasswords" 8 (8): 180-197, 2009

44 Rogers, R. W, "A Protection MotivationTheory of Fear Appeals and AttitudeChange" 91 : 93-114, 1975

45 Gefen, D, "A PracticalGuide to Factorial Validity Using PLSGraph: Tutorial and AnnotatedExample" 16 (16): 91-109, 2005

46 Wondracek, G, "A Practical Attack toDe-Anonymize Social Network Users" 2010

47 Chin, W, "A Partial Least Squares LatentVariable Modeling Approach forMeasuring Interaction Effects: Resultsfrom a Monte Carlo Simulation Studyand a Electronic-Mail Emotion/ AdoptionStudy" 14 (14): 189-217, 2003

48 Schwaig, K. S, "A Model ofConsumers’ Perceptions of theInvasion of Information Privacy" 50 (50): 1-12, 2013

49 Stone, E. F, "A FieldExperiment Comparing Information-Privacy Values, Beliefs, and AttitudesAcross Several Types of Organization" 68 (68): 459-468, 1983

50 한국인터넷진흥원, "2012년 정보보호 실태조사"

51 한국인터넷진흥원, "2012년 인터넷이용실태조사"