모바일 앱 사용자들의 프라이버시 의사결정과 프레이밍 효과 -여행 및 항공 산업에 대한 시사점- = Mobile App Users` Privacy Decisions and Framing Effects -Implications for Travel and Aviation Industries-

다국어 초록 (Multilingual Abstract)

Facilitated by advances in information technologies, digital platforms have been extensively adopted by the airline and travel industries as a major venue for transactions and information services. While online interactions with consumers enable firms to collect and use the consumers` personal information to provide better value propositions, the collection of personal information has caused widespread concerns about privacy invasion by the consumers. Therefore, it is a critical challenge for the firms to facilitate consumers` voluntary information disclosure and to capitalize on the information for their competitive edge. In this study, we investigate framing effects in travel app users` privacy decisions regarding personal information disclosure. Our web-based experiment result shows that users are more likely to provide personal information under the negative frame where the consequence of not providing their information is framed in terms of a loss, compared to under the positive frame where the consequence of providing their information is framed in terms of a gain. This result implies that framing of benefits from personal information disclosure may influence consumers` evaluation of the benefits, and thereby affecting their privacy decisions. Further, the result suggests that consumers` privacy decision may be irrational, contrary to the common assumption in the privacy literature. Based on the result, theoretical and managerial implications are provided.

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