세대 간 모바일 행동양식과 문화의 차이 분석:개인정보보호 염려도와 모바일 행동 변화

An Analysis of the Changes in Smart phone Users’ Mobile Behavior and Culture Lee, Jae-Jung A rapid growth in the mobile market has significantly changed the behaviors of smart phone users. An US market research center(statistics.com) reported volume of world mobile market are 298 billion dollar in 2015. In South Korea, 99.8% of people aged between 20-30 years old own smart phones and even 91% of people aged above 60 use smart phones. On average, South Koreans spend 1 hour and 36 minutes each day on their smart phones. A concern for information privacy (CFIP) has become an important social issue. The aim of this paper is to analyze the rapidly growing mobile market, CFIP, and the changes in smart phone user’s behaviors in the past 5 years. The first aim is to address the changes in mobile behaviors of smart phone users between 2010 and 2015. Secondly, how has the smart phone users’ concern for information privacy changed due to increased mobile market. Lastly, the paper addresses the changes that happened to the privacy segment index (PSI) group of Westin. Based on these three research questions, this paper analyzes the changes in smart phone users’ mobile behavior between 2010 and 2015. The study find changes in mobile behavior of two user group. The findings of this study are three folders. First, the use of instant message, mobile e-mail, mobile banking, mobile shopping grow rapidly between two time periods. Secondly, among the four components of CFIP, unauthorized secondly usage, error, improper access are significantly difference between two user groups. Finally, PF group increased from 24% to 46%, this means users are more sensitive to about their information privacy.