위치기반서비스에서 프라이버시 염려와 보호행동에 영향을 미치는 요인과 혁신성의 조절효과 검증 = Effect of Privacy Concerns on Protection Behaviors of Location-Based Services and Moderating Effect of Innovativeness

다국어 초록 (Multilingual Abstract)

The purpose of this study is to examine the factors influencing protection behaviors of privacy concerns of Location-Based Services(LBS) and moderating effect of innovativeness. This study classifies personalization, location awareness, and perceived risk as LBS characteristics, and personal information and privacy invasion experience as personal characteristics. 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 responses, 11 were excluded because of missing or inappropriate data. After removing the unsuitable questionnaires, a total of 220 surveys were considered for analysis. The result of hypothesis testing are as follows.
First, personalization, location awareness, and perceived risk positively influence privacy concerns. Second, personal information positively influence privacy concerns. But privacy invasion experience does not influence privacy concerns. Third, privacy concerns positively influence privacy protection behaviors. Finally, innovativeness as a moderating effect significanty influenced the relationship between privacy concerns and privacy protection behaviors. This study will provide LBS providers with significant and strategic insights for identifying the privacy protection behavior of LBS.

참고문헌 (Reference)

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