스마트 제품 사용에서의 개인 정보 제공에 대한 실증 연구

With the advance of information technologies and the Internet, physical products are being transformed into smart products. Information technologies get embedded into the products, making them intelligent. The movement to the 'Internet of Things' is accelerating connection of the products to the net. While those changes could equip the product with enhanced consumer value, they might also cause consumer privacy concerns. This study aims to investigate smart product users' intention to provide personal information, with a focus on the role of smartness of the product. The proposed research model is empirically tested using data from an online survey of consumers. The overall results validate the privacy calculus model in the smart product context. Further, the results show differential impacts of the smartness dimensions. Autonomy, adaptability, and multi-functionality dimensions increase the value associated with smart products, which facilitates personal information disclosure. However, the ability to cooperate is found to increase information privacy risk, which in turn, decreases the intention to provide personal information. Based on the results, theoretical and managerial implications are discussed.