개인정보 처리방침 표시방식이 신뢰 및 태도에 미치는 영향

In modern society, digital platforms collect personal data to enhance user experiences and provide personalized services such as targeted advertising. However, growing data usage raises demands for transparency and security, while traditional text-based privacy policies remain unclear. This study applied the labeling method recommended by the Personal Information Protection Commission to improve privacy policy readability and analyzed its impact on privacy concerns, trust, personal information provision intention, and personalized advertising attitude. Results showed that labeling increased trust, reduced privacy concerns, and positively influenced personal information provision intention and personalized advertising attitude, though it did not affect the intention to provide basic information. Trust mediated the relationship between privacy concerns and personal information provision intention but had no mediation effect on personalized advertising attitude. These findings suggest that the labeling method enhances user understanding and strengthens trust, thereby positively influencing the intention to provide information and attitudes toward advertisements. Therefore, companies should adopt labeling to enhance transparency and trust in privacy policies.