Chanouk Park, Sang-Woo Lee, Journal of Internet Computing and Services, Vol. 15, No. 2, pp. 59-72, Apr. 2014
10.7472/jksii.2014.15.2.59, Full Text:
Keywords: Privacy, Privacy protection behavior, protection motivation theory, Privacy Act

Abstract

This study applied customer perspective to find out ways how to protect customers' privacy by themselves. It does so by examining the factors which affect customer privacy protection behaviors. Based on the Privacy Act, this study developed the construct of Privacy Rights awareness and finds the law's effect on privacy awareness and behavioral change. The study finds that there exists a significant difference in privacy protection behavior according to privacy rights awareness. Independent variables are as follows: Five variables (Perceived vulnerability, Perceived severity, Perceived response effectiveness, Perceived barriers, Privacy Rights awareness) were tested as critical variables influencing Behavioral Intention in PMT model. Privacy awareness had a moderating effect on the relationship between perceived severity and privacy protection behavior. This study would contribute on theoretical expansion of Protection Motivation Theory and also provide practical implications for effective ways to promote behavioral changes.

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