위험지각과 효능감에 따른 인터넷 사용자의 개인정보 유출 예방행위 분석 : 위험지각태도 프레임웍을 기반으로

Although many studies have focused on the influences and outcomes of personal informationleakage, few studies have investigated how the personal information leakage preventionbehavior differs depending on internet user. This study attempts to supplement the existingstudies’ limitations with the use of risk perception attitude (RPA) framework. More specifically,this study tries to show internet user can be classified into four groups based on perceivedrisk of personal information leakage and efficacy beliefs of personal information protection,and to identify how the groups differ in terms of motivation, information seeking, and behaviorsfor privacy leakage prevention. Analysis on survey data from 276 internet users revealsthat the users can be classified into responsive, avoidance, proactive, indifference groups. Furthermore, there are differences between groups in terms of motivation, information seeking,and behaviors for personal information leakage prevention. This study contributes to expandexisting literature by providing tailored guidelines for implementation of personal informationprotection strategies and policy.