개인의 건강정보 제공의도에 영향을 미치는 요인: 프라이버시 계산 관점에서

Purpose: This study empirically examines the effect of Communication Privacy Management(CPM) factors and Privacy Calculus factors to the intention to disclose Personal Health Information(PHI) in the context of healthcare ecosystem. Also, it investigates the moderating effects of CPM factors in the relationship between privacy calculus variables and the intention to disclose PHI. Methods: We conducted scenario-based repeated-measures quasiexperiment and used total 364 samples for analysis. Confirmatory factor analysis and repeated-measure ANOVA were employed using SPSS 24.0. Results: All CPM factors, such as type of information, requesting purpose, and requesting stakeholder, directly influence to the intention to disclose PHI, whereas only the medium trust out of the Privacy Calculus factors has direct influence on the intention to disclose PHI. With regard to the moderating effects, the requesting stakeholder is the most influential and the information type is the least influential construct. Conclusion: The findings suggest that healthcare system should be designed to provide more definite and personalized benefits to customers to enhance social and individual benefits by getting more participation from customers. Also, it is desirable that the requesting stakeholder of PHI would be non-profit organizations such as hospital, government or public agencies to secure more willingness of PHI from people. Furthermore, it is implied that extensive information gathering and utilization, instead of excluding sensitive information or critical patients’ records, is recommended which is substantial to invigorate the healthcare industry.