정부 및 기업 신뢰가 개인정보보호 행동에 미치는 영향: 능동적·수동적 보호 행동의 차이를 중심으로

Technological advancements, such as digitalization and artificial intelligence, have enhanced everyday convenience while simultaneously increasing the risk of personal information breaches. Although governments and corporations play critical roles in mitigating such risks, individuals’ privacy-protective behaviors remain essential for effective protection. This study categorizes privacy-protective behaviors into two types: active behaviors, which involve active efforts in protective measures, and passive behaviors, which involve refraining from riskinducing actions. Using data from the 2024 Survey on Information Security (Individual), this study examines how trust in government and corporations influences these two types of behaviors. The results indicate that trust in government significantly increases passive privacy-protective behaviors but does not have a statistically significant effect on active protective behaviors. In contrast, trust in corporations shows distinct effects, reducing passive behaviors while promoting active ones. Furthermore, individuals who have experienced a privacy breach demonstrate significantly higher levels of active protective behaviors. These findings suggest that privacy-protective behaviors should not be treated as a single construct and that their determinants vary by behavioral type. The study highlights the need for differentiated privacy protection policies that consider individuals’ experiences and psychological factors rather than relying solely on generalized trust-building efforts.