개인정보 관리 메커니즘이 사용자 경험에 미치는 영향 -전자상거래 플랫폼의 개인화 추천 설정을 중심으로-

In data-driven e-commerce environments, the tension between personalized services and personal data protection has been intensifying. Existing privacy management approaches often fail to reflect users’ actual preferences. In particular, certain control formats (e.g., on/off switches) may be limited in accommodating users’ nuanced needs for privacy adjustment. This study empirically compares three different types of privacy management mechanisms in the context of e-commerce platforms to analyze their effects on users’ cognitive and emotional responses, as well as behavioral intentions. Three distinct types of personal information control mechanisms were designed: A (Flat Control), B (Stepwise Control), and C (No Control). User responses were examined through chi-square tests, ANOVA, and multiple regression analysis. The results indicate that the step-by-step control mechanism (B) was the most effective in enhancing users’ perceived control, reducing negative emotions, and increasing their intention to use the platform. In contrast, the difference in user experience between the on/off switch (A) and privacy policy only (C) was limited. Furthermore, users showed inconsistent reliance on perceived control and emotions depending on the privacy mechanism type, and even under the same interface conditions, their response paths varied significantly. These findings suggest that users’ psychological mechanisms are inherently personalized. Privacy management design should not remain at a formal or surface level but should consider users’ differentiated perceptions of control and emotional experiences. Platforms should provide more layered and user-responsive privacy control mechanisms that take individual differences into account, in order to improve privacy management experiences in personalized recommendation environments.