빅데이터 시대의 개인정보 제공의도에 영향을 미치는 요인

Recently, the appearance of “Big Data” is drawing great attention from managerial scholars and journals worldwide such as Harvard Business Review, New York Times, etc. It is also considered as the most attractive industry in the 21st century. The Big Data industry, however, is not the leakage form of large amount of information but the technique itself is based on information leakage. Through smart devices and social network services, information is automatically collected and is leaked. Therefore, the need of supervising “Big Data” begins to appear. Unlike the prior studies of privacy, this research focuses mainly on the privacy of a so-called social Big Data, which is transplanted form between Big Data and SNS. In the era of Big Data, anyone can encounter the risks and dangers related to the information leakage, and the disclosure of personal information. The purpose of this research, therefore, is to provide a model to analyze and authenticate the associated issues. Among the independent factors, the most influential variable to the perception of personal risk ranges from privacy policy, experience of personal information invasion, and privacy awareness. The most effective factor to the trust also ranges from privacy policy, experience of personal information invasion, and the privacy awareness. The analysis indicates that there are differences between groups varying in age.