earticle

영어

The purpose of this research is to identify effect of communication strategy as effectively communication method which is decreasing Internet Web site users' perceived information privacy concerns as important factor affecting to positive behavior or behavioral intentions on
long-term relational outcome perspectives. This study suggests alternatives concepts and causal relationship about information privacy issues. First, it addressed collaborative communication strategy (CCS) model of effective communication method for Web site’s IPP to
users. Second, it provided comparing and integrating streams of information privacy research on long-term relational outcomes perspective. Third, it assessed effectiveness of Web site’s IPP on organization legitimacy ensured continuous survival of organization. A research model was proposed and subsequent hypotheses were empirically tested with partial least square (PLS) based on 684 responses from the users of 21 Internet Website among entirely finance, recruit, portal /e-store Web site. It was learned that CCS(as a communication method) and relationship quality(representing long-term relational outcomes)was positively associated with decreasing user’s IPC more than privacy risk. Also, legitimacy to information privacy practice positively associated with willingness to information providing more than negative effect of IPC.
Lastly, their association strength was partially moderatedby the type of real information sensitivity.