Antecedents and Consequences of Privacy Concern on the Online-Shopping

온라인 쇼핑에서 프라이버시 염려의 원인변수와 결과변수

  • 민병권 ((재)한국산업관계연구원) ;
  • 김이태 (부산대학교 교양교육원)
  • Published : 2006.11.01

Abstract

The purpose of this study examines the interrelationships among antecedents and consequences of privacy concern on the online-shopping mall. Based on relevant literature review, a customer's attitude toward direct marketing, a customer's desire to information control, and a customer's prediction of negative effect as antecedents that affect the privacy concern. Also, consequences are a firm's reputation and a customer's purchase experience. Then related hypotheses were tested using data from 165 online shopping mall customer. The results for empirical analysis are as follows; 1) a customer's attitude toward direct marketing affected negatively the privacy concern, 2) a customer's desire to information control and a customer's prediction of negative effect affected positively the privacy concern, 3) a firm's reputation negatively related to the privacy concern, 4) a customer's purchase experience positively related to a firm's reputation.

Keywords

Online-Shopping;Privacy Concern;Firm's Reputation;Purchase Experience