원문정보
Antecedents to Internet Privacy Concerns and Their Effect on the Trust and the Online Transaction Intention of Internet Users
초록
영어
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
1. 서론
2. 이론적 배경
2.1 프라이버시와 프라이버시 염려의 개념
2.2 프라이버시 염려 관련 선행연구
2.3 온라인 환경의 신뢰연구와 ‘프라이버시신뢰-행위의도’ 모형
3. 연구모형 설계 및 가설 설정
3.1 연구모형
3.2 연구가설
4. 실증분석
4.1 표본설계 및 표본의 인구통계적 특성
4.2 변수의 측정 및 척도에 대한 평가
4.3 연구모형과 가설의 검증
4.4 분석결과에 대한 논의
5. 결론
참고문헌