빅데이터 환경에서 개인정보유출 위협이 정보보호행위에 미치는 영향에 관한 연구: 건강심리이론과 보호동기이론을 중심으로

Social Network Services (SNS) and personal cloud users concerned about privacy protection and leakage of personal information becomes a critical issue among Big Data analysis. Most of the studies on protective behavior intention and information security behavior have been conducted from the viewpoint of legal and institutional studies, and few studies are conducted from the user perspectives and behavioral approaches. In this sense, this study is aimed at proposing an integrated protective behavior model in which the influence factors of protective behavior intention (i.e., perceived threat severity, perceived threat susceptibility, response efficacy, self-efficacy, and subjective norms) will have a positive effect on protective behavior intention in Big Data environment. This study developed an integrated protective behavior model to explain the protective behavior intention in Big Data environment and collected 189 online survey responses from the online and mobile internet users who had experiences with such SNS and personal cloud services. Data analysis was performed using the partial least squares (PLS) technique. In brief, the finding of this study suggests that perceived threat severity, perceived threat susceptibility, response efficacy, self-efficacy, and subjective norms will have a positive effect on protective behavior intention in Big Data environment.