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논문검색

Online Users’ Cynical Attitudes Towards Privacy Protection : Examining Privacy Cynicism

초록

영어

This study aims to examine a role of privacy cynicism in online users’ privacy behaviors. As the complexity of managing online personal information is increasing and data breach incidents frequently occur, online users feel a loss of control over their privacy. Such a situation leads to their cynical attitudes towards privacy protection, called privacy cynicism. In this study, we assume that privacy cynicism is related to a prevailing phenomenon that online users are inclined to be negligent in making efforts to protect their online privacy, despite the perception of privacy threats. Data were gathered from a survey that 281 people participated in and were analyzed with covariance-based structural equation modeling. Findings reveal that privacy cynicism has not only a direct influence on disclosure intention but also moderates an effect of privacy concerns on the intention. Analytical results also revealed a nonlinear effect of privacy cynicism on the outcome variable. This study contributes to online privacy research by developing the concept of privacy cynicism and its significant role in online privacy behaviors.

목차

Abstract
Introduction
Theoretical Framework and Hypothesis Development
Individual Privacy Concerns
Privacy Cynicism
The Moderating Role of Privacy Cynicism Towards Privacy Protection
Methods
Participants
Measures
Results
Confirmatory Factor Analysis
Path Analysis
Moderation Analysis
Discussion
Key Findings
Theoretical and Practical Implication
Limitations and Future Research
Acknowledgments
References

저자정보

  • Hanbyul Choi Department of Management Engineering, Ulsan National Institute of Science and Technology 50 UNIST-gil, Ulju-gun, Ulsan, Republic of Korea
  • Yoonhyuk Jung School of Media & Communication, Korea University

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