온라인 서비스 기업에서 개인정보 유출 후 인터넷 사용자의 가입지속의도에 영향을 미치는 요인에 대한 탐색적 연구

The paper has presented an exploratory research on the factors influencing the website retention after personal data spill. According to the previous studies, internet users can choose defection or removal strategies when they perceive high levels of threats to information privacy. However, online users may be willing to share their personal information for obtaining benefits such as monetary benefits and intangible benefits from social exchanges when information privacy of many internet users seems to have been seriously threatened. The objective of this study is to solve the paradox. Research results suggest that costs of defection, privacy safety, website quality, website awareness, perceived vulnerability, and integrity of information is provided by internet users influence intention of individuals to maintain relationship with online firms after personal data spill. Overall, this paper contributes to theory-building efforts of academics in the area of information privacy by breaking new ground for the study of individuals’ responses to information privacy threats. Conclusions and implications are discussed.