Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 49, No. 6, pp.1381-1413
ISSN: 1226-1874 (Print)
Print publication date 31 Dec 2020
Received 30 Dec 2019 Revised 03 Aug 2020 Accepted 03 Aug 2020
DOI: https://doi.org/10.17287/kmr.2020.49.6.1381

SNS 사용자의 개인정보 유형에 따른 정보 프라이버시 가치평가에 대한 연구

Jiyoung Park ; Kee-Young Kwahk
(First Author) BK21 Plus Research Team, Graduate School of Business IT, Kookmin University jiyoungpark@kookmin.ac.kr
(Corresponding Author) College of Business Administration and Graduate School of Business IT, Kookmin University kykwahk@kookmin.ac.kr
A Study on the Evaluation of Information Privacy Value Based on Personal Information Types of SNS Users


Copyright 2011 THE KOREAN ACADEMIC SOCIETY OF BUSINESS ADMINISTRATION
This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

The purpose of this study is to identify the types of personal information of SNS users and to identify the factors influencing the value of information privacy. SNS user's personal information is divided into two categories: SNS subscription essential information and SNS activity information. With reference to the hypothetical scenario that each information has been infringed, the amount of compensation for privacy infringement is proposed, and the acceptance of this information is classified. The user's acceptance of the suggested amount indicates the sensitivity and value of personal information that the SNS user thinks. In this study, the level of information privacy value of SNS users was classified by using direct question method and double-bounded dichotomous choice of contingent valuable methods. In addition, we analyzed the effects of demographic factors, SNS activity factors, and privacy characteristic factors on information privacy values divided into four levels using ordinal logistic regression analysis. As a result, when SNS subscription essential information is violated, age, number of SNS registered friends, and SNS usage satisfaction have significant effects on the level of information privacy value of SNS users. In the case of SNS activity information infringement, age and privacy concerns were found to have significant effects.

Keywords:

SNS(social network services), personal information value, information privacy, CVM(contingent valuation method), WTA(willing to accept)

Acknowledgments

This research is supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea(NRF-2018S1A3A2075114).

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∙ The author Jiyoung Park is a researcher at BK21 Plus Research Team, Kookmin University. She received her B.S. in statistics and her M.S. and Ph.D. in management information / production management from Pusan National University. Her primary research interests include is Business analytics, Social network analysis, Opinion mining, CRM.

∙ The author Kee-Young Kwahk is a professor of management information systems at the Collage of Business Administration and the Graduate School of Business IT, Kookmin University. He graduated from the Business School of Seoul National University and received his M.S. and Ph.D. in management information systems from KAIST. His primary research interests include social network analysis and its applications, data analytics, user’s behavior in social media and knowledge management.