정보 프라이버시 염려와 정보 프라이버시 보호반응 간의 구조적 관계에 관한 연구: 주인-대리인 이론을 중심으로

It’s been over 20 years since the spread of e-Commerce whose transaction begins based on the Internet user’s provision of personal information, but the issue of information privacy infringement due to provision of personal information in e-Commerce still remains unsettled. From the viewpoint that its consequential Internet user’s concern about information privacy arouses specific protective behavior, possibly causing e-Commerce to shrink, it’s very important to have the understanding of the reason for causing a concern about information privacy and its subsequent possible information privacy protection responses of an Internet users. Particularly, in relation to the recent personal information leakage incidents by several banks, the public concern for information privacy is increasing more. This study, based on principal-agency theory, intends to inquire into the factors in arousing an Internet user’s concern about information privacy, and to make a empirical analysis of how the information privacy protection responses consequent on an Internet user’s level of concern about information privacy appears. As a result of the empirical analysis, it was found that both the perceived non-transparency (p<0.01) and perceived action uncertainty (<p<0.01), which were set up as the preceding factor in an Internet user’s concern about information privacy, had a significant influence on the concern about information privacy. In addition, an Internet user’s concern about information privacy was found to have a significant influence on both Internet users’ trust (p<0.01) and information privacy protection responses (p<0.01). Further, an Internet user’s trust in Online businesses was found to have no significant influence on information privacy protection responses, being confirmed that it(Internet user’s trust in Online businesses) didn’t play a role as a mediating factor.