SNS에서의 소비자 정보 확산에 있어 사회적 전염과 랜덤효과에 관한 탐색적 연구

한상만,옥경영 한국소비자학회 2012 소비자학연구 Vol.23 No.2

본 연구는 사회적 네트워크(SNS, Social Networking Site)에서 이루어지는 정보 확산에 있어 연결되어 있는 이웃에 의한 사회적 전염(social contagion)뿐 아니라 랜덤효과(random effects)의 영향을 함께 파악하고자 사회 적 폭포현상(social cascade)과 최대크기콤포넌트(largest component)라는 2가지 지표를 사용하여 이를 분석하 였고, 또한 이를 랜덤그래프와 비교하여 랜덤효과(random effects)의 영향을 살펴보았다. 여기서 사회적 전염이란 사회적 네트워크에서 연결된 소비자들이 이웃의 영향을 받아 정보를 수용함으로써 정보 확산이 이루어지는 것이며, 랜덤효과(random effects)란 사회적 전염에 의하지 않고 스스로 정보를 찾거나 매스미디어의 영향에 의해 정보를 수용함으로써 정보 확산이 이루어지는 것을 말한다. 본 연구는 우리나라 SNS에서 수집된 데이터에서 도출한 실제 사회적 네트워크를 대상으로 분석하였다. 그 결과, 사회적 네트워크에서 발생하는 정보 확산에 있어 기존에 알려진 사회적 전염에 의한 확산뿐 아니라 랜덤효과에 의한 확산이 중요한 것으로 나타났다. 즉, 사회적 네트워크에서의 성 공적인 정보 확산에 있어 이웃의 영향에 의해 발생하는 사회적 전염과 매스미디어 등의 랜덤효과가 함께 존재해야 함을 발견하였고, 특히 대규모 확산의 경우 랜덤효과에 의한 확산이 차지하는 중요성이 더 커짐을 발견한 것이 이 논문의 공헌점이다. In this study, we explore the role of social contagion and random effects in consumer information diffusion. We adopted a social cascading index and the largest component size as the measures of social contagion. Social contagion is defined as the adoption of information influenced by his/her neighbors, while random effects are defined as the adoption of information not influenced by his/her neighbors. The random effects include the influence of Mass media on the information adoption. The results show that there exist two types of information diffusion patterns: the first pattern shows a peak of diffusion at the very early stage followed by a sudden decrease of diffusion. The second type shows a continuous increase in diffusion until it reaches the peak in the middle stage of the diffusion path. We found that in the case of the first pattern of diffusion with a peak in the very early stage followed by a sudden decrease, the adoption of information is coming mostly from the social contagion mechanism. In the second type of diffusion with a continuous increase until its peak in the middle stage of diffusion path, the adoption of information is not coming just from the social contagion mechanism, but also from the random effects mechanism. The contribution of our paper is two fold: First, we have suggested a dual mechanism of consumer information adoption where consumers adopt new information through both social contagion and random effects. Second, we found that in order to generate a successful information diffusion, social contagion must be combined with the random effects. Social contagion alone cannot create a huge successful diffusion. A successful information diffusion always needs not only a successful social contagion but also "random effects."

정보보호 통제활동이 조직유효성에 미치는 영향

정구헌(Gu Heon Jeong),정승렬(Seung Ryul Jeong) 한국지능정보시스템학회 2011 지능정보연구 Vol.17 No.1

This study was designed to empirically analyze the effect of control activities(physical, managerial and technical securities) of information protection on organizational effectiveness and the mediating effects of information application. The result was summarized as follows. First, the effect of control activities(physical, technical and managerial securities) of information protection on organizational effectiveness showed that the physical, technical and managerial security factors have a significant positive effect on the organizational effectiveness(p < .01). Second, the effect of control activities(physical, technical and managerial securities) of information protection on information application showed that the technical and managerial security factors have a significant positive effect on the information application(p < .01). Third, the explanatory power of models, which additionally put the information protection control activities(physical, technical and managerial securities) and the interaction variables of information application to verify how the information protection control activities( physical, technical and managerial security controls) affecting the organizational effectiveness are mediated by the information application, was 50.6%~4.1% additional increase. And the interaction factor(β = .148, p < .01) of physical security and information application, and interaction factor(β = .196, p < .01) of physical security and information application among additionally-put interaction variables, were statistically significant(p < .01), indicating the information application has mediated the relationship between physical security and managerial security factors of control activities, and organizational effectiveness. As for results stated above, it was proven that physical, technical and managerial factors as internal control activities for information protection are main mechanisms affecting the organizational effectiveness very significantly by information application. In information protection control activities, the more all physical, technical and managerial security factors were efficiently well performed, the higher information application, and the more information application was efficiently controlled and mediated, which it was proven that all these three factors are variables for useful information application. It suggested that they have acted as promotion mechanisms showing a very significant result on the internal customer satisfaction of employees, the efficiency of information management and the reduction of risk in the organizational effectiveness for information protection by the mediating or difficulty of proved information application.

현대 소비자의 소비자정보역량: 전자제품 구매 시 정보탐색 효율성 및 효과성에 미치는 영향

황혜선 ( Hye Sun Hwang ),김기옥 ( Kee Ok Kim ) 대한가정학회 2012 Human Ecology Research(HER) Vol.50 No.6

This study aimed to measure consumer information competency, which indicates consumers` general ability to search and utilize information. The model of this study was constructed in order to identify how consumer information competency influences the efficiency and the effectiveness of external information search. The model was verified with related prior knowledge as a moderator variable in order to understand holistic consumer information search activity. The result of the study is as follows. First, the concept of consumer information competency was constructed with four sub-abilities: define, search, extract, and synthesis & use. The ability of define was the highest, as opposed to the ability of extract, which was the lowest. Second, consumer information competency was lower for women as well as for low family income. The sub-abilities of search and synthesis & use were lower for aging consumers. Third, consumer information competency has positive effects on information search efficiency and effectiveness. Moreover, the efficiency influences the effectiveness positively. Fourth, prior knowledge moderates the effect of consumer information competency to the efficiency. Only for consumers with high knowledge the efficiency has the effect of mediating between consumer information competency and the effectiveness.

연구논문 : SNS를 통한 구전정보의 특성이 구전 효과에 미치는 영향

박진영 ( Jin Young Park ) 대한관광경영학회 2013 觀光硏究 Vol.27 No.6

본 연구에서는 페이스북에서의 구전 정보에 대한 평가과정을 통하여 페이스북의 구전효과를 검증하고자 한다. 즉 우리나라에서 SNS의 대표격인 페이스북 이용자들을 대상으로 페이스북의 구전정보특성이 동의성과, 유용성, 신뢰성을 통해 구전효과에 미치는 영향관계를 실증적으로 검증하고자 한다. 전체적으로 이론적 고찰을 통해 설정된 연구모형의 제안모델은 수용가능한 자료적합도를 보여 주었으며, 본 연구의 실증결과를 통해 구전정보특성이 동의성과, 유용성, 신뢰성을 통해 구전효과에 미치는 영향관계에 대해 몇 가지 중요한 사실을 발견할 수 있었다. 첫째, 긍정적 구전이 부정적 구전 보다 t값을 기준으로 볼 때 영향 정도가 전체적으로 더 강한 것으로 나타났다. 둘째, 유용성이 구전효과에 미치는 영향에서 긍정적 구전은 긍정적인 방향으로 영향을 미치는 것으로 나타났으나, 부정적 구전은 부정적인 방향으로 영향을 미치는 것으로 나타났다. 셋째, 신뢰성이 구전효과에 미치는 영향에서 긍정적인 구전은 영향을 미치는 것으로 나타났으나, 부정적인 구전은 영향을 미치지 않는 것으로 나타났다. 넷째, 이상의 3가지 점들을 제외하면 외식업의 긍정적이고 부정적인 구전정보 특성 및 구전효과의 영향관계는 매우 유사한 것을 알 수 있다. The purpose of the present study was to test the effects of the characteristics of word of mouth information on word of mouth effects through synonymy, usefulness, and reliability. Facebook participants were chosen as a representative population of users of social networking services(SNS`s) in Korea. The proposed study model was set through overall theoretical contemplation and showed acceptable material suitability. The results of verification revealed several important facts related to the effects of the characteristics of word of mouth information on word of mouth effects through synonymy, usefulness, and reliability. First, the t values showed that generally stronger effects occurred for positive word of mouth information than for negative word of mouth information. Second, the usefulness of positive word of mouth had a positive effect on word of mouth effects, but the usefulness of negative word of mouth negatively affected word of mouth effects. Third, the reliability of positive word of mouth positively affected word of mouth effects, but the reliability of negative word of mouth information had no effect on word of mouth effects. Fourth, for factors other than synonymy, usefulness, and reliability, positive and negative word of mouth information had very similar characteristics and effects.

연구논문 : 1분기 유효법인세율 변동으로 측정된 경영자 사적 정보의 호재여부와 기업의 자발적 공시 간의 관계

김현아 ( Hyun Ah Kim ),오광욱 ( Kwang Wuk Oh ) 한국회계학회 2015 회계저널 Vol.24 No.2

본 연구는 경영자의 사적 정보가 1분기 유효법인세율 변동을 통해 알려진다고 전제할 때, 이론적으로 제시되고 있는 경영자 사적 정보의 호재여부와 기업의 자발적 공시 간의 관계를 실증적으로 검증하고자 한다. 1분기 유효법인세율 증가가 당기 이익과 유의한 양(+)의 관계가 존재함을 고려할 때 경영자의 당기 이익에 대한 우호적인 예측은 중간 보고기간의 유효법인세율 증가에 반영될 가능성이 높으므로 1분기 유효법인세율 증가 기업일수록 자발적으로 공시할 것으로 기대된다. 본 연구의 분석결과, 1분기 유효법인세율 증가와 자발적 공시 간에 유의한 양(+)의 관계가 관찰되어 이론적 연구와 일관되게 호재일수록 공정공시 중 실적정보의 자발적 공시가 이루어짐을 확인하였다. 또한 news 규모측면에서는 악재의 경우 news 규모가 증가할수록 실적정보의 자발적 공시 가능성이 낮은 것으로 나타났으나, 호재의 경우에는 news 규모가 실적정보의 공시 여부에 유의한 영향을 미치지 않는 것으로 나타났다. 이상의 결과를 종합하면, 1분기 유효법인세율 정보는 당기 이익에 대한 경영자의 기대치를 체계적으로 반영하고 있으므로 사적 정보의 대용치로 유용한 것으로 해석할 수 있으며, news 규모의 자발적 공시에 대한 영향은 호재와 악재가 차별적으로 나타남을 알 수 있다. This study empirically tests the association between changes in 1st quarter effective tax rate surrogating managers’ favorable private information and voluntary fair disclosure. Several recent studies suggest that 1st quarter effective tax rate signals managers’ naive expectation by showing that increase in 1st quarter effective tax rate is positively related to the increase in net income of current fiscal year. Based on this, the study hypothesizes that changes in 1st quarter effective tax rate may include properties about managers’ favorable private information and tests the association with managers’ voluntary disclosure behavior. Using changes in 1st quarter effective tax rate as a proxy for private information has several advantage as followings. First, it may reflect managerial forecast information in the ex-ante sense. Second, it can be more generalized proxy because all firms are required to mandatorily include 1st quarter effective tax rate information in business report thus financial information users may easily access while changes in dividends or managerial forecast information are limitedly avaliable for firms which actually have distributed dividends or disclosed managerial forecasts. As mentioned above, the study assumes that increase in 1st quarter effective tax rate greater from prior year surrogates favorable private information. To clearly document results of tests, the study divides sample into two part; systematic information group where 1st quarter effective tax rate is greater than effective tax rate of current year and unsystematic information group where earnings management using effective tax rate is likely to occur. If hypothesis is supported, the association between increases in 1st quarter effective tax rate and voluntary disclosure will be statistically significant only in systematic information group. Sample composition of the study is 3,768 non-financial firm-year observations which are listed in Korean Stock Exchange(KSE) or Korean Securities Dealers Automated(KOSDAQ) from 2003 to 2010. Sub-sample to test voluntary disclosure by information properties includes systematic information group and unsystematic information group whether 1st quarter effective tax rate is greater than annual effective tax rate. Followings are findings of the study. First, the study shows the positive relation between increase in 1st quarter effective tax rate and good news. Specifically, results indicates that managers’ voluntary disclosure exist in firms with systematic private information in 1st quarter effective tax rate. This result supports theoretical studies showing that managers having favorable private information are likely to disclose their information voluntarily and demonstrates that 1st quarter effective tax rate information systematically reflects managerial private information only when effective tax rate is not used to manage earnings. Second, the study also finds that managers are less likely to disclose quantitative information as impact of bad news increases, indicating that managers consider investors’ response when they voluntarily disclose their private information. Taken together, the study’s findings reinforce the notion that 1st quarter effective tax rate systematically reflect managers’ favorable private information and distinctive relation exists by the types of news managers render to the capital market.

Do sensory constructs underlying a multidimensional sensory attribute moderate the effect of information on its perception? A case study of nuttiness in soymilk

Kim, M.J.,Hong, J.H. Longman Scientific Technical ; Elsevier Science Pu 2015 Food quality and preference Vol.40 No.1

Information influences perceived intensities of various one-dimensional sensory attributes. However, little attention has been given to the effects of information on multidimensional sensory attributes. Such effects can be complicated because individual consumers often have different sensory drivers for an identical multidimensional attribute. Thus, information likely has differing effects according to differences in these sensory drivers. The present study investigated the effect of product information, which is not seemingly suggestive of ''nutty,'' on the nuttiness perception of soymilk. The present study also examined whether the effect of information varied according to different nuttiness rating tendencies among consumers. A group of consumers who emphasized the sweetness and nut flavor to determine a product's nuttiness (SWTNUT; n=57) and a group of consumers who evaluated the product based on ''cooked soybean flavor'' (SOY; n=58) were recruited from a group of 210 consumers whose nuttiness rating tendencies had been determined previously. An equal number of consumers in each group were randomly assigned to either a blind test setting or to an informed test setting. The intensity of perceived nuttiness and overall liking of ten commercial plain soymilk products was evaluated. Results showed that information significantly increased nuttiness ratings and overall liking across both groups (p<0.001). No significant interaction effect was found between information and nuttiness rating tendencies (p=0.460), which was counter to our hypothesis predicting that nuttiness rating tendencies would moderate the effect of information. However, there was marginal evidence in support of our hypothesis. Here, roughly a quarter of consumers whose nuttiness rating was the same as the SWTNUT group changed their nuttiness rating in the presence of information. However, the SOY group remained unaffected by information. Future studies are needed to more clearly identify whether and how individuals' nuttiness rating tendencies moderate the effect of information on nuttiness perception.

EFFECTS OF FUNCTIONAL INFORMATION OF ADVERTISING OF FUNCTIONAL CLIMBING WEAR

Shinjung Yoo,Xin Liu,Gi seong Bang 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

Three categories of basic consumer needs are functional, symbolic, or experiential (Shimp, 2010). Functional climbing wear is specially designed garment for outdoor activity and climbing movement using optimized textiles and garment making engineering process. Therefore, visible feature such as color and design could not provide sufficient information of products for proper communication between company and consumer. Product information of functional wear can be delivered to the consumers via Hang-Tag or advertising but the contents of Hang-Tag are too difficult for the consumers to understandfunctional performance of the product (Lee, Bang, & Yoo, 2014). As to advertisements of functional clothing, its contents and appeal types do not much differ from those of fashion apparel providing no functional information with celebrity models; percentage of no functional information ads were the highest (Liu & Yoo, 2014). This study stared to answer the question, ‘is functional information essential in the ads of functional clothing?’ and ‘is it successful?’ The aim of this study, therefore, was to examine the effects of functional information in the advertisements of functional climbing wear. The advertising effectiveness was measured by ‘communicability’, ‘reliability’,‘favorability’ of the advertisement and ‘awareness and reliability of product’, and ‘purchasing related influence’. For the stimulus,10 different types of advertisements were prepared by combining of the following factors: functional information (whether or not to include), appeal type (rational/emotional), and model type (celebrity/non-celebrity/no-human). For the survey, 388 adults in their 20-50’s were participated. The results showed that regardless ofappeal type or model type, functional information enhanced ‘communicability’, ‘reliability’, ‘favorability’ of the advertisement and ‘awareness and reliability of product’, and ‘purchasing related influence’. It implied the importance andnecessity of functional information in the functional climbing wear advertisement.When other variables were controlled, emotional appeal with human models,especially celebrity model, enhanced the advertising effects. Meanwhile, advertisement with rationalappeal and functional information resulted in better ‘favorability’ of ads even without celebritymodels.The finding from this study could be useful information for the functional clothing company to planstrategies for effective advertisement of their products.

지능형 시뮬레이션 모형을 기반으로 한 정보기술 투자 성과 요인 및 전략 도출에 관한 연구

박도형(Do-Hyung Park) 한국지능정보시스템학회 2013 지능정보연구 Vol.19 No.1

Information technology is a critical resource necessary for any company hoping to support and realize its strategic goals, which contribute to growth promotion and sustainable development. The selection of information technology and its strategic use are imperative for the enhanced performance of every aspect of company management, leading a wide range of companies to have invested continuously in information technology. Despite researchers managers, and policy makers’ keen interest in how information technology contributes to organizational performance, there is uncertainty and debate about the result of information technology investment. In other words, researchers and managers cannot easily identify the independent factors that can impact the investment performance of information technology. This is mainly owing to the fact that many factors, ranging from the internal components of a company, strategies, and external customers, are interconnected with the investment performance of information technology. Using an agent-based simulation technique, this research extracts factors expected to affect investment performance on information technology, simplifies the analyses of their relationship with economic modeling, and examines the performance dependent on changes in the factors. In terms of economic modeling, I expand the model that highlights the way in which product quality moderates the relationship between information technology investments and economic performance (Thatcher and Pingry, 2004) by considering the cost of information technology investment and the demand creation resulting from product quality enhancement. For quality-enhancement and its consequences for demand creation, I apply the concept of information quality and decision-maker quality (Raghunathan, 1999). This concept implies that the investment on information technology improves the quality of information, which, in turn, improves decision quality and performance, thus enhancing the level of product or service quality. Additionally, I consider the effect of word of mouth among consumers, which creates new demand for a product or service through the information diffusion effect. This demand creation is analyzed with an agent-based simulation model that is widely used for network analyses. Results show that the investment on information technology enhances the quality of a company’s product or service, which indirectly affects the economic performance of that company, particularly with regard to factors such as consumer surplus, company profit, and company productivity. Specifically, when a company makes its initial investment in information technology, the resultant increase in the quality of a company’s product or service immediately has a positive effect on consumer surplus, but the investment cost has a negative effect on company productivity and profit. As time goes by, the enhancement of the quality of that company’s product or service creates new consumer demand through the information diffusion effect. Finally, the new demand positively affect the company’s profit and productivity. In terms of the investment strategy for information technology, this study’s results also reveal that the selection of information technology needs to be based on analysis of service and the network effect of customers, and demonstrate that information technology implementation should fit into the company’s business strategy. Specifically, if a company seeks the short-term enhancement of company performance, it needs to have a one-shot strategy(making a large investment at one time). On the other hand, if a company seeks a long-term sustainable profit structure, it needs to have a split strategy(making several small investment at different times). The findings from this study make several contributions to the literature. In terms of methodology, the study integrates both economic modeling and simulation technique in order to overcome the limitations of each methodology

정량적 정보디자인에 있어서 사진과 벡터그래픽기반 정보 시각화 방식에 대한 사용자 유형별 설득효과

김건동,윤주현 한국기초조형학회 2015 기초조형학연구 Vol.16 No.2

In general terms, information design is mainly composed of maximum simplification of an object in vector based graphics, but this may lead to the disadvantage of low sensitivity and level of interest. On the other hand, the recent trend towards photo based information design increases the interest and level of fun experienced by users while carrying the risk of miscommunication due to excessive expression when it comes to transmission of information. In terms of information design’s ability to convey information, vector based designs are categorized as ‘informational’ while photo based design is seen as ‘persuasion.’ However, the number of comparative studies based on these theories by way of surveys is still lacking. Thus, this paper aims to find which of vector based and photo based information design is more intuitive and easier to understand through comparative surveys, which of the mentioned two is more persuasive and interesting, and finally which type of media -print based, or installation based kiosks- is most appropriate. Through literary investigation and research, the survey was composed in two different types. The first is 5 examples of 3 stages of photo to vector information design simplification stages, while the second is a pairing of a total of 14 photo and vector examples that are scaled from 1-7 respectively. The surveys were conducted on design majors and non-majors, by sex, with 80 people in the 20s as subjects. The results of the survey showed that both sexes of the non-major group preferred the middle stages of simplification. Males who majored in design preferred photo based information visualization while females who majored in design preferred vector based information visualization. However, in terms of the ability to draw interest and attention while also being a persuasive expression, all groups showed preference for photo based information visualization. With respect to media type, print-based media was seen to be most effective for vector based visuals, while kiosks are more effective for photo based visuals. Through the research conducted for this paper, it was found that there were variances in message transmission as well as the persuasive effect by group when it came to photo and vector based visuals. Thus, the significance of this paper lies in the fact that a new production policy for information visualization by differing media was proposed. 일반적으로 정보디자인이라고 하면 사물의 사실감을 최대한 단순화시킨 벡터기반의 그래픽이 주를 이루고 있으나 직관적 정보전달 측면의 장점대비 감성과 흥미가 떨어지는 단점이 있다. 반면 최근 많이 시도되고 있는 사진기반의 정보디자인은 흥미와 재미를 통해 주목성을 향상시킬 수 있으나 과도한 표현은 오히려 정보전달에 혼선을 줄 수도 있다. 정보디자인의 메시지 전달 유형 측면에서 볼 때 벡터그래픽기반 정보디자인은 주로 ‘정보형’에 해당하고 사진기반 정보디자인은 주로 ‘설득형’에 해당한다. 하지만 이와 같은 이론적 개념을 사용자 대상 설문조사를 통해 실증적으로 비교연구한 선행연구는 부족한 실정이다. 따라서 본 연구는 사진과 벡터그래픽기반 정보디자인의 비교설문을 통해 실제어느 쪽의 정보전달이 직관적이고 이해하기 쉬운지, 어느 쪽이 주목과 흥미를 끌며 설득적인지, 아울러 인쇄지면과 설치기반 키오스크 미디어 중 어떤 쪽이 각 미디어에 적합한 표현방식인지를 실험 조사하는데 목적을 두었다. 문헌조사와 리서치를 통해 설문은 두 가지 유형으로 구성하였다. 첫 번째는 사진에서 벡터그래픽까지 세 단계의 정보디자인 단순화 단계 사례 5종을 구성하였고, 두 번째는 각 7점 척도로 구성된 총 14종의 사진과 벡터그래픽 사례의 쌍으로 구성하였다. 설문은 디자인 전공여부, 성별에 따라 총 80명의 20대를 대상으로 시행하였다. 설문 결과 정보의 직관성에 대한 답변은 비전공 남녀는 중간 단순화 단계의 표현을, 전공 남자는 사진, 전공여자는 벡터그래픽기반을 선호하였다. 하지만 주목과 흥미를 끌며 설득적인 표현은 역시 모두 사진기반 정보시각화를 선택하였다. 매체측면에서는 인쇄지면은 전반적으로 벡터그래픽기반, 키오스크는 사진기반 선호현상이 나타났다. 본 연구를 통해 사용자 유형에 따른사진 및 벡터그래픽기반 시각화의 정보전달력 및 설득효과가 다름을 발견하였고, 사용자와 매체에 따른 정보시각화제작 방식의 지침을 제안하였다는 데에 의의를 두고자 한다.

소비자의 정보프라이버시 우려와 개인정보 피해 심각성 인지가 간편결제 서비스 이용에 미치는 영향 - 개인정보 보호행동의 매개효과를 중심으로

이성림 ( Lee Seonglim ),송효석 ( Song Xiaoxi ) 한국소비자학회 2019 소비자학연구 Vol.30 No.6

본 연구는 소비자의 정보프라이버시 우려와 개인정보 피해 심각성 인지가 개인정보 보호행동을 매개로 간편결제 서비스 이용에 미치는 영향을 고찰하였다. 2017년 정보보호실태 개인대상 자료에서 모바일 기기 이용자 3986명의 표본이 분석에 사용되었으며, 매개효과를 분석하기 위하여 Hick & Tingley의 매개효과 추정방법과 부트트랩 방법을 적용하였다. 주요 결과는 다음과 같다. 첫째, 개인정보 피해 심각성 인지, 개인정보 무단 활용 우려, 개인정보 제3자 제공 우려는 개인정보 보호행동에 유의한 양의 영향이 있다. 둘째, 개인정보 피해 심각성 인지, 개인정보 무단활용 우려, 개인정보 제3자 제공 우려는 개인정보 보호행동을 매개로 간편결제 서비스 이용에 유의한 양의 효과가 나타났다. 셋째, 개인정보 피해 심각성 인지와 개인정보 무단 활용 우려는 간편결제 서비스 이용에 유의한 양의 영향을 미치는 것으로 나타났는데, 소비자들이 개인정보 피해의 심각성을 인지하고 개인정보 무단 활용을 우려하면서도 이를 감수하고 간편결제 서비스를 이용하는 현실이 반영된 결과로 해석된다. 이상의 결과는 개인정보 보호행동이 간편결제 서비스 이용을 확산시키는 효과가 있음을 나타내는 것으로서 소비자의 개인정보 보호 역량을 증진하는 방안을 마련할 필요가 있음을 시사한다. 간편결제 서비스 이용에 개인정보 무단 활용 우려가 유의한 양의 효과가 나타난 결과는 간편결제 서비스를 이용하는 소비자는 동시에 개인정보의 무단 활용을 우려함을 시사하는 것으로서 간편결제 서비스를 이용하는 소비자의 정보프라이버시 우려를 경감시키기 위하여 사업자의 개인정보 활용에 대한 투명성을 제고하는 개인정보정책이 수립될 필요가 있다. Easy payment service has merits to reduce transaction costs, and with its simple and easy procedure for payment, consumers using easy payment service can enjoy improved convenience in the market. However, in order to use easy payment service, consumers are required to provide a wide spectrum of personal information including name and phone number, credit card number and expiration date, and IP information, etc. which may be shared with multiple parties who are involved in the provision of easy payment service to consumers. Numerous prior research has shown a negative relationship between personal information risk and use of easy payment service, and consumers’ concern on information privacy and information security is known as one of the important factors which hinders consumers’use of easy payment service. Based on reasoning that consumers’information privacy protection behavior may mitigate this negative relationship and contribute to spreading consumers’ use of easy payment service, this study examined the mediating effects of information privacy protection behavior on the relationship between use of easy payment service, and consumers’information privacy concern and perceived severity of private information damage. The sample of 3986 smart phone users from 2017 information protection individual survey conducted by Statistics Korea was used for the analysis. First, the effects of independent variables (consumers’information privacy concern and perceived severity of private information damage) on the mediation variable (information privacy protection behavior) were examined by applying multiple regression analysis. In the second stage, the effects of independent variables and mediation variable on the dependent variable (use of easy payment service) were examined by applying probit analysis, because use of easy payment service was measured in dichotomous scale which was coded as 1 if consumers used service, otherwise 0. To estimate and test the mediation effect, Hick & Tingley’s estimation method and bootstraping procedure were applied. The major results were as follows. First, perceived severity of private information damage, information privacy concern of unauthorized use of personal information, and that of sharing personal information with a third party without consent were positively associated with consumers’ privacy protection behavior. Second, information privacy protection behavior mediated the relationship between use of easy payment service, and consumers’information privacy concerns and perceived severity of private information damage. Third, perceived severity of private information damage and concerns on unauthorized use of personal data had a direct effect on the use of easy payment services, which suggested that use of easy payment services entailed information privacy concerns and threats. These findings suggest that enhancing information privacy protection behavior has a positive effect on spreading use of easy payment services, and therefore the related consumer education programs need to be developed and implemented. To relieve consumer’s information privacy concerns, the public policy needs to focus on fostering transparency of entrepreneur’s using personal information.