온라인 트래킹 전략 인식에 따른 소비자의 프라이버시 보호행동

The purpose of this study is to investigate the effect of consumers' recognition of online tracking tactic on consumer’s privacy protection behavior. Based on the persuasive knowledge model and protection motivation theory, a research model and hypotheses to verify the multi mediation effect of cognitive evaluation factors (personalization benefit, privacy risk, self efficacy) in the relationship between recognition of an online tracking tactic and consumer’s privacy protection behavior(blocking intention, support for regulation) were developed. Data from 645 general online users were collected through an online survey, and descriptive statistical analysis, structural model analysis, and multi-mediation effect analysis were conducted using SPSS 24.0 and AMOS 24.0 programs. As a result, it was found that the tracking tactic recognition significantly increased personalization benefit and self-efficacy, and significantly lowered the privacy risk. Personalization benefit lowered both the intention to block tracking and support for regulation, while privacy risks increased both privacy protection behavior. Self-efficacy was found to increase the intention to block tracking and lower support for regulation. In addition, the relationship between consumers' recognition of online tracking tactic and privacy protection behavior was significantly negatively mediated by personalization benefit and privacy risk. This result suggests that understanding the online tracking tactic consequently reduces consumers' privacy protection behavior. In practice, this study shows that it is beneficial to both consumers and tracking-related businesses that online tracking is based on consumers' sufficient understanding and knowledge. Academically, it contributes to understanding the consumer's decision-making mechanism that processes IT-based persuasive messages.