위치기반서비스 사용에 영향을 미치는 프라이버시 염려감소 선행요인, 신뢰 그리고 개인혁신성의 조절효과 = The Effects of Precedence Factors for Privacy Concern Reduction and Trust on Intention to Use Location-Based Services and a Moderating Effect of Personal Innovation

다국어 초록 (Multilingual Abstract)

With emergence of smart technologies(e.g., smartphones), Location-Based Services(LBS) are expected to provide more enhanced values utilizing consumers` personal information than other smart services. However, in contrast to existing smartphone applications, LBS could raised severe consumer`s privacy concerns because of rapidly changing information sensitive to consumers. In this context, the purpose of this study is to explore relationships among privacy concerns reduction, trust and intention to use LBS by examining the effect of precedence factors(social presence, reputation, mobile literacy, ability of information control) of privacy concern reduction. In addition, the study investigates the role of personal innovation as a moderating effect between privacy concern reduction and intention to use LBS. The results showed that the proposed precedence factors of privacy concerns with a exception of Mobile Literacy had a positive impact on privacy concerns reduction that then positively affected trust and intention to use LBS. In addition, the relationship between trust and intention to use LBS was significantly supported. Finally, personal innovation as a moderating effect significantly influenced the relationship between privacy concern reduction and intention to use LBS. This study is expected to be a reference for a subsequent study about the spread of LBS application of smartphone. Also, the finding of this study is meaningful for helping service direction to firms providing LBS.

참고문헌 (Reference)

1 유일, "프라이버시 염려 영향요인이 인터넷 이용자의 신뢰와 온라인 거래의도에 미치는 영향" 한국데이타베이스학회 15 (15): 37-59, 2008

2 허명숙, "인터넷 쇼핑의 사용자 수용 결정요인: 신뢰와 정보시스템 품질에 관한 실증 연구" 한국정보시스템학회 14 (14): 101-132, 2005

3 한국인터넷진흥원, "인터넷 & 시큐리티 이슈, 제6호"

4 신현식, "인지된 유용성과 주관적 규범이 모바일인터넷 사용 의도에 미치는 영향에 있어 개인 혁신성향의 조절효과에 대한 연구" 한국정보시스템학회 19 (19): 209-236, 2010

5 강대엽, "위치기반서비스(LBS)의 재이용의도에 영향을 미치는 요인" 2009

6 민병권, "온라인 쇼핑에서 프라이버시 염려의 원인변수와 결과변수" 한국콘텐츠학회 6 (6): 25-37, 2006

7 최혁라, "온라인 거래에서 프라이버시 염려의 선행요인과 프라이버시 염려, 신뢰간의 관계에 관한 연구" 한국정보시스템학회 16 (16): 21-44, 2007

8 이병관, "신제품 수용에 미치는 소비자의 혁신성과 조절초점의 효과연구" 한국광고학회 20 (20): 121-137, 2009

9 남지연, "소비자의 위치정보 프라이버시 침해에 대한 우려와 위치기반서비스 사용에 관한 연구" 한국소비자정책교육학회 5 (5): 81-102, 2009

10 삼성경제연구소, "부상하는 위치기반서비스" CEO Information 1-21, 2007

11 허태영, "고객혁신성과 가치지향성 기반의 2단계 사전 고객세분화를 통한 시장 확산 전략" 한국기술혁신학회 10 (10): 73-97, 2007

12 Pavlou, P. A., "Understanding and Mitigating Uncertainty in Online Exchange Relationships: A Principal Agent Perspective" 31 (31): 105-136, 2007

13 Gartner, "The Top 10 Consumer Mobile Applications for 2012"

14 Warren, S. D., "The Right to Privacy" 4 (4): 193-220, 1980

15 Barclay, D., "The Partial Least Squares Approach to Causal Modeling: Personal Computer Adoption and Use as an Illustration" 2 (2): 285-324, 1995

16 Xu, H., "The Effects of Privacy Concerns and Personal Innovativeness on Potential and Experienced Customers’ Adoption of Location-Based Services" 19 (19): 137-149, 2009

17 Van, D. T. P, "The Effect of Consumer Privacy Empowerment on Trust and Privacy Concerns in E-Commerce" 17 (17): 68-81, 2007

18 Miller, A. R., "The Assault on Privacy: Computers, In Data Banks, and Dossiers" The University of Michigan Press 1971

19 Westin, A, "Privacy and Freedom" The Free Press 1967

20 Lo, J, "Privacy Concern, Locus of Control and Salience in a Trust-Risk Model of Information Disclosure on Social Networking Sites" 2010

21 Chellappa, R. K, "Personalization Versus Privacy: An Empirical Examination of the Online Consumer’s Dilemma" 6 (6): 181-202, 2005

22 Junglas, L. A, "Personality Traits and Concern for Privacy: An Empirical Study in the Context of Location-Based Services" 17 (17): 387-402, 2008

23 Goldsmith, R. E, "Measuring Consumer Innovativeness" 19 (19): 209-221, 1991

24 Barkhuus, L., "Location-Based Services for Mobile Telephony: A Study of Users’ Privacy Concerns" 709-712, 2003

25 Junglas, L. A, "Location-Based Services" 51 (51): 65-69, 2008

26 Pura, M, "Linking Perceived Value and Loyalty in Location-Based Mobile Services" 15 (15): 509-538, 2005

27 안중호, "LBS 응용 모바일 서비스 사용요인에 관한 연구" 한국경영정보학회 2003

28 전황수, "LBS 시장 및 업체 동향" 정보통신산업진흥원 1-14, 2011

29 한국정보통신산업협회, "LBS 기술 및 시장동향 연구보고서" 2010

30 Barnes, J. S, "Known by the Network: The Emergence of Location-Based Mobile Commerce, In Advances in Mobile Commerce Technologies" 171-189, 2003

31 Malhotra, N. K., "Internet Users’ Information Privacy Concerns(IUIPC): The Construct, The Scale, and a Causal Model" 15 (15): 336-355, 2004

32 Dinev, T., "Internet Privacy Concerns and Social Awareness as Determinants of Intention to Transact" 10 (10): 7-29, 2005

33 Dinev, T., "Internet Privacy Concern and Their Antecedents-Measurement Validity and a Regression Model" 23 (23): 413-422, 2004

34 Midgley, D, "Innovativeness: The Concept and Its Measurement" 4 (4): 229-242, 1978

35 Culnan, M. J., "Information Privacy Concerns, Procedural Fairness, and Impersonal Trust: An empirical Investigation" 10 (10): 104-115, 1999

36 Metzger, M, "Exploring the Barriers to Electronic Commerce: Privacy, Trust, and Disclosure Online" 9 (9): 2004

37 Baumgartner, H., "Exploratory Consumer Buying Behavior : Conceptualization and Measurement" 13 (13): 121-137, 1996

38 Liao, C, "Examining the Impact of Privacy, Trust and Risk Perceptions beyond Monetary Transactions: An Integrated Model" 10 (10): 702-715, 2011

39 Fornell, C., "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error" 18 (18): 39-50, 1981

40 Li, Y, "Empirical Studies on Online Information Privacy Concerns: Literature Riview and an Integrative Framework" 28 (28): 453-496, 2011

41 Gefen, D., "E-Commerce: The Role of Familiarity and Trust" 28 : 725-737, 2000

42 Gilster, P, "Digital Literacy" The Free Press 1997

43 Rogers, E. M, "Diffusion of Innovation" The Free Press 2003

44 Buchanan, T., "Development of Measures of Online Privacy Concerns and Protection for Use on the Internet" 58 (58): 157-165, 2007

45 McKnight, D. H, "Developing and Validating Trust Measures for E-Commerce: An Integrative Typology" 13 (13): 334-359, 2002

46 Jarvenpaa, S. L, "Consumer Trust in an Internet Store" 1 (1): 45-71, 2000

47 Gefen, D, "Consumer Trust in B2C e-Commerce and the importance of Social Presence: Experiments in e-Products and e-Services" 32 (32): 407-424, 2004

48 Okazaki, S, "Consumer Privacy Concerns and Preference for Degree of Regulatory Control" 38 (38): 51-61, 2009

49 Eastlick, M. A., "Collective Information Practice: Exploring Privacy and Security as Social and Cultural Phenomena" 21 (21): 319-342, 2006

50 Liu, C., "Beyond Concern-A Privacy-Trust- Behavioral Intention Model of Electronic Commerce" 42 (42): 289-304, 2005

51 Xu, H., "Balancing Privacy Concerns in the Adoption of Location-Based Services: An Empirical Analysis across Pull-Based and Push-Based Applications" 9 (9): 118-137, 2010

52 Phelps, J. E, "Antecedents and Consequences of Consumer Privacy Concerns: An Empirical Investigation" 15 (15): 2-17, 2001

53 Dinev, T.., "An Extended Privacy Calculus Model for E-Commerce Transactions" 17 (17): 61-80, 2006

54 Doney, P. M, "An Examination of the Nature of Trust in Buyer-Seller Relationships" 61 (61): 33-51, 1997

55 Wixom, B, "An Empirical Investigation of the Factors Affecting Data Warehousing Success" 21 (21): 17-41, 2001

56 Cohen, J., "A Power Primer" 112 (112): 155-159, 1992

57 Stone, E. F., "A Field Experiment Comparing Information-Privacy Values, Beliefs, and Attitudes Across Several Types of Organization" 68 (68): 459-468, 1983