earticle

영어

This paper attempts to classify privacy-protective behaviors into six categories, such as refusal, misrepresentation, removal, word-of-mouth, complaint, and seeking. Internet users in different countries may show different types of privacy-protective behaviors because of cultural differences. We use five key values of Hofstede’s cultural dimension, such as uncertainty avoidance, long-term orientation, power distance, individualism/collectivism, and masculinity/femininity to analyze the difference of internet users’ privacy-protective behaviors in
different countries, such as Korea and China. The differences in two countries may suggest
implications for online companies to avoid the risk of privacy concerns and to create more
values.