소비자 프라이버시 역설 경험에 대한 탐색적 연구: 근거이론적 접근

김효정 ( Hyo Jung Kim ),나종연 ( Jong Youn Rha ) 대한가정학회 2017 Human Ecology Research(HER) Vol.55 No.2

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.

온라인 구매 맥락에서도 프라이버시 역설은 존재하는가?: 소비자의 프라이버시 염려 수준과 온라인 구매 행동에 대한 연구

최한솔,이명성,이혜미 한국상품학회 2019 商品學硏究 Vol.37 No.5

The development of information and communication technology (ICT) has led to various positive changes and caused side effects, such as personal information leakage, which has begun to emerge with research on privacy and consumer behavior. Recently, it was reported that consumers are concerned about privacy, but this does not influence consumer behavior in the sense that consumers still provide personal information. This phenomenon is called the privacy paradox. However, existing studies on privacy paradox in the online context mainly focus on the influence of privacy concerns on the provision of personal information or intention to use in a specific service context such as SNS; there is little research that explores consumer purchasing behavior in the online context. Given the gap, this study aims at examining the effects of privacy concerns on various online buying behavior experiences and the purchase amount of digital contents with the use of 955 data from the 2017 Korean Media Panel Survey. The results showed that the privacy paradox was found in the experience of online cross-border shopping and consumer-to-consumer transaction, while privacy paradox was not present in the case of the purchasing amount of e-commerce. That is, the privacy low-concern group had spent significantly more than the high-concern group. Implications are discussed. 정보통신기술의 발전이 다양한 긍정적인 변화와 함께 개인 정보 유출 등의 부작용도 야기하면서, 프라이버시와 소비자 행동에 대한 연구가 등장하기 시작하였다. 최근 연구들은 소비자들이 프라이버시에 대한 염려가 있으면서도 지속적으로 개인 정보를 제공하는 등 다소 비합리적으로 보이는 반응행동을 보이는 것에 주목하는데, 이를 프라이버시 역설 현상이라 한다. 그러나 프라이버시 역설을 지지하는 선행 연구들은 대체로 프라이버시 염려의 영향력에 대해 개인 정보 제공이나 SNS 사용과 관련된 것들이 대부분이며, 온라인 구매 맥락에서 수행된 소수의 연구들은 프라이버시 역설 현상에 대해 비일관적인 결과를 보고하고 있다. 이에 본 연구는 소비자들의 온라인 구매 경험, 구매 빈도, 구매 지출액 등의 변수를 이용하여 온라인 환경에서 이루어지는 소비자들의 실제 행동을 다각적, 포괄적으로 고찰함으로써 온라인 구매 맥락에서의 프라이버시 역설의 존재를 규명하고자 하였다. 이를 위해 2017 한국미디어패널조사 데이터에서 추출한 온라인 활동을 하는 만 20세 이상 60세 미만의 소비자 5246명의 응답자료(Study1)와 200명의 추가 설문조사자료(Study2)를 활용하였다. 분석 결과, 국내 온라인 쇼핑몰 경험 여부만을 제외한 모든 온라인 구매 경험, 구매 빈도, 구매 지출액에서 모두 프라이버시 역설 현상이 확인되었다. 특히, 온라인 개인 간 거래 경험 및 빈도에서는 프라이버시 염려와 구매 변수간 정(+)적인 관계가 나타나 강한 수준의 프라이버시 역설을 존재함을 실증하였다.

FASHIONING HEALTH: PARADOXES FOR THE RISE OF FUNCTIONAL FOODS

Jenny Young,Denise Conroy,Sara Jaeger 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

Food has become a significant lifestyle and life quality generator, and consumers are increasingly developing food regimes with expectations of healthier, happier selves. The global food industry has turned to delivering towards these expectations, and functional foods form a significant multimillion dollar growth category. Fortified with added health-giving compounds, these foods are promoted as the modern, convenient way of obtaining health benefits from food intake itself, rather than from the use of vitamin supplements (Grunert, 2013). However, there are indications that their appeal and usage varies considerably across nations. Somewhat surprisingly, few studies have considered functional food consumption through a culturally mediated lens, as consumption entities used to convey and transfer meaning. This research explores personal meaning making for one such proposed functional food concept. Foods which are fortified to enable greater control over hunger control are currently under development as potentially assisting those seeking weight loss. The data consisted of 14 in-depth phenomenological interviews with New Zealand women who were attempting weight loss. Participants discussed their lived food and weight loss experiences and then freely responded to the weight loss foods concept. The findings reveal the omnipresent nature of weight loss practices in daily lives, with the perception of success, or failure, sometimes underpinning one’s sense of self. As found by Willis & Knobloch-Westerwick (2014), motivations for weight loss were dominated by appearance and body image concerns, driven by the continuation of persistent societal expectations privileging thinness. Extending this, the present research found a conflation of motivations where slimness was seen to equate to healthiness. A line of progression in the types of practices was revealed where many ‘fad diets’ were attempted with typically unsuccessful long term results. Although, healthism was internalised as an overriding way of thinking about food and weight loss practices, paradoxically, this often co-existed with the desire for foods of indulgence, especially for those identifying as emotional eaters. Vastly different dispositions were revealed towards the proposed innovation of the fortified weight loss foods. These were interpreted as being aligned with perceptions of identity (Tajfel & Turner, 1986). Whilst the overall fortification of foods was viewed negatively, risks and doubts were mitigated in some cases in the interest of trying the proposed foods. The research findings resonated with societal contradictions observed for food consumption (Warde 1997), and paradoxes specifically theorised for technology (Mick & Fournier, 1998). Although, technology has been theorised to be a positive enabler in consumers’ lives, offering feelings of freedom, competence, and control, it can also be regarded as an intrusion, leading to feelings of enslavement and incompetence (Mick & Fournier, 1998). Whilst there was the promise of enhanced health and wellness from a bio-technological innovation, this contradicted central beliefs about what it means to be healthy, where food for many consumers represents values of naturalness, purity, nostalgia, and simplicity (Barsky, 1988; Biltekoff, 2010). Implications of the research for functional foods marketers are outlined, advocating the need for continuing understanding of the paradoxical aspects of consumption in contemporary health contexts.

An Empirical Analysis of the Privacy Paradox of E-commerce Experience

Koh, Heungseok(고흥석) SBS 2021 미디어경제와 문화 Vol.19 No.2

이 연구는 인터넷 모바일 환경에서 개인의 SNS 이용과 프라이버시 염려가 e-커머스 이용 경험에 어떤 영향을 미치는지 탐색하는 것을 목적으로 하고 있다. 전국 규모의 <한국미디어패널> 데이터 3,756명 샘플을 분석한 결과, 남성보다는 여성이, 학력수준이 높고 소득수준이 높을수록 프라이버시 침해 염려가 더 큰 것으로 나타났으나, 연령 변인은 프라이버시 염려에 유의미한 통계적인 효과는 나타나지 않았다. SNS 이용행위 중 댓글 달기는 프라이버시 염려에 정(+)적인 영향을 미치는 것으로 나타났지만, SNS 게시물을 공유하는 행위는 부(-)적인 영향을 미치는 것으로 나타났다. SNS 이용행위와 프라이버시 염려가 e-커머스 이용경험에 미치는 영향을 분석한 결과, SNS 이용이 많고 프라이버시 염려가 높을수록 e-커머스 이용경험이 높은 것으로 나타났다. 이 연구는 프라이버시 염려가 높아지더라도 e-커머스 이용경험이 증가한다는 것을 보여주는 것으로, 이른바 ‘프라이버시 역설’ 현상을 실증적으로 밝혀냈다는 점에서 함의를 지닌다. 이 연구는 이론적 차원에서 행동경제학적 논의의 필요성을 제안하고 있으며, e-비즈니스 분야에서 프라이버시 역설 현상을 완화시키기 위한 실천적 논의의 필요성을 제기하고 있다. The purpose of this study is to examine the relationship of privacy concern and e-commerce behavior. Using the Korea Media Panel data in 2018, this study analyzed 3,756 nationwide samples to test the effect of the privacy concern on e-commerce use experience. Analysis of logistic regression were conducted to empirically analyze the privacy paradox phenomenon related to the use of e-commerce in Korea. This study empirically revealed the privacy paradox phenomenon and reconfirmed that a high probability of e-commerce use exists despite individuals" concerns regarding privacy infringement. The practical implication of this study is to suggest that stakeholders in the e-commerce industry struggle to mitigate consumers" paradoxical privacy concern because it may be latent risks to businesses.

When the Future Technology is Now : Paradoxical Attitudes of Consumer and Evaluation of IoT Service

Won-jun Lee 보안공학연구지원센터 2016 International Journal of Smart Home Vol.10 No.6

The aim of this study is to develop a new research framework that explains consumer attitude toward internet of thing (IoT) service. Based on the literature on IoT service, technology paradox, and consumer values, an empirical structural model is developed and tested. This study collects quantitative survey data from Korean IoT users. The empirical test results show that utilitarian values such as efficiency, technology trust, performance ambiguity, chaos give influences to paradoxical attitudes of consumer and these attitudes give influences to IoT service evaluation separately while, hedonic value like hedonic enjoyment gives influence to IoT service evaluation directly without any mediating variables. This initial research on IoT service from a consumer point of view may stimulate further research on IoT-based consumer service innovations.