An Empirical Analysis of the Privacy Paradox of E-commerce Experience

The purpose of this study is to examine the relationship of privacy concern and e-commerce behavior. Using the Korea Media Panel data in 2018, this study analyzed 3,756 nationwide samples to test the effect of the privacy concern on e-commerce use experience. Analysis of logistic regression were conducted to empirically analyze the privacy paradox phenomenon related to the use of e-commerce in Korea. This study empirically revealed the privacy paradox phenomenon and reconfirmed that a high probability of e-commerce use exists despite individuals' concerns regarding privacy infringement. The practical implication of this study is to suggest that stakeholders in the e-commerce industry struggle to mitigate consumers' paradoxical privacy concern because it may be latent risks to businesses.