개인정보 제공의도의 결정요인: 보호동기이론을 중심으로

Currently, the privacy issues in the provision intention of individual information have debated with the spread of big data. However, the research related with these issues is scarce. This research mainly focused to investigate the factors that effect to provision intention of individual information. The protection motivation theory had been applied to explain privacy behavior to provision intention of individual information. Therefore, purpose of this research is to provide a model to analyze and authenticate the related factors with the protection motivation theory. The results showed that the experience of intrusion of privacy and the awareness of danger of privacy had a significant effect to threat appraisal. Meanwhile, the system of information privacy had a significant effect to coping appraisal, however, the policy of information privacy didn't. In addition, threat appraisal and coping appraisal had a significant effect to provision intention of individual information. Moreover, it is note that research model of this study was established in restricted point of view, therefore, it needs to combine the more complicated factors of related fields.