초록 열기/닫기 버튼
Big Data environment is established by accumulating vast amounts of data as users continuously share and provide personal information in online environment. Accordingly, the more data is accumulated in online environment, the more data is accessible easily by third parties without users’ permissions compared to the past. By utilizing strategies based on data-driven, firms recently make it possible to predict customers’ preferences and consuming propensity relatively exactly. This Big Data environment, on the other hand, establishes ‘Dataveillance’ which means anybody can watch or control users’ behaviors by using data itself which is stored online. Main objective of this study is to identify the relationship between Dataveillance and users' online privacy protection behaviors. To achieve it, we first investigate perceived online service efficiency; loss of control on privacy; offline surveillance; necessity of regulation influences on users’ perceived threats which is generated by Dataveillance.
