프라이버시 염려 영향요인이 인터넷 이용자의 신뢰와 온라인 거래의도에 미치는 영향 = Antecedents to Internet Privacy Concerns and Their Effect on the Trust and the Online Transaction Intention of Internet Users

다국어 초록 (Multilingual Abstract)

This study focuses on the antecedents to the privacy concerns and their influence on trust and online transaction intention. Based on previous exploratory works and the literature review of privacy concerns, four antecedents are identified-Internet literacy, social awareness, perceived vulnerability, and perceived ability to information control. Incorporating these antecedents, privacy concerns, trust and online transaction intention, a conceptual model is developed and seven research hypotheses are proposed for empirical testing. The proposed model is examined through structural equation analysis. The results show that Internet literacy, social awareness, and perceived vulnerability have statistically significant effect on the privacy concerns of users and the privacy concerns has a positive influence on the trust. Finally, the trust has a positive effect on the online transaction intention. Implications of these findings are discussed for both researchers and practitioners and future research issues are raised as well.

목차 (Table of Contents)

• Abstract
• 1. 서론
• 2. 이론적 배경
• 3. 연구모형 설계 및 가설 설정
• 4. 실증분석
• 5. 결론
• 참고문헌
• 저자소개

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