earticle

영어

This study takes an effort to deal with consumers’ insecurities and their solutions at the digital information age. Specifically, the study provides consumers’ perceived risk of information privacy invasion and their personal privacy protection efforts. Then, consumer segmentation was done by perceived risk of privacy invasion and personal privacy protection efforts through Cluster analysis. Then, the affecting factors on the types of consumer were examined using Multinomial Logit Model. The consumer survey was conducted and total of 1,016 respondents were included for statistical analysis using SPSS 12.0 program and LIMDEP 8.0 program. The results yielded the high levels of perceived risk of information privacy invasion and personal privacy protection efforts but privacy protection level was relatively low. The consumer segmentation by the cluster analysis resulted in four types of consumer, low risk and low protection, low risk and high protection, high risk and low protection and high risk and high protection. The suggestions for consumer education were provided considering the different types of consumer.