전자상거래 이용자의 프라이버시 염려에 관한 연구: 정보경계이론을 중심으로

Purpose This study provided empirical support for the model that explain the formation of privacy concerns in the perspective of Information Boundary Theory. This study investigated an integrated model suggesting that privacy concerns are formed by the individual’s disposition to value privacy, privacy awareness, awareness of privacy policy, and government legislation. The Information Boundary Theory suggests that the boundaries of information space dependends on the individual’s personal characteristics and environmental factors of e-commerce. When receiving a request for personal information from e-commerce websites, an individual assesses the risk depending on the risk-control assessment, the perception of intrusion give rise to privacy concerns. Design/methodology/approach This study empirically tested the hypotheses with the data collected in a survey that included the items measuring the constructs in the model. The survey was aimed at university students. and a causal modeling statistical technique(PLS) is used for data analysis in this research. Findings The results of the survey indicated significant relationships among environmental factors of e-commerce websites, individual’s personal privacy characteristics and privacy concerns. Both individual’s awareness of institutional privacy assurance on e-commerce and the privacy characteristics affect the risk-control assessment towards information disclosure, which becomes an essential components of privacy concerns.