개인정보 제공행위에 대한 Privacy Paradox

Privacy paradox is the phenomenon in which consumers provide their personal information to get the benefits facing the threatened invasion of their information privacy. In this study, We tried to find out whether privacy paradox exists in the activity of providing personal information among Korean internet users. We also tried to find out which factors affect more in providing personal information. A survey of college students in Korea shows that there exists privacy paradox among Korean internet users. Our findings are: 1) Students tend to provide information more easily when they feel the information they provide is less important or less sensitive while they are reluctant to provide if they feel the information is important or sensitive. 2) They tend to provide more personal information to receive monetary compensation or to get personalized services. 3) Students who are emotionally stable or more open to new experiences tend to provide more personal information. 4) Students who took a class on internet usage and privacy tend to provide less information even with those benefits they can get. From the results of the study, we confirmed that different personalities lead to different behaviors in providing personal information and that training on internet usage and privacy may help to reduce privacy paradox.