Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
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Differences in Privacy-Protective Behaviors by Internet Users in Korea and China

인터넷 사용자의 개인정보보호 행동의 차이에 관한 연구

  • 장초 (고려대학교 디지털 경영학과) ;
  • 만리리 (고려대학교 디지털 경영학과) ;
  • 민대환 (고려대학교 경영정보/디지털경영학과) ;
  • 임성택 (고려대학교 경영정보/디지털경영학과)
  • Received : 2012.01.27
  • Accepted : 2012.03.21
  • Published : 2012.03.31
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Abstract

Privacy-protective behavior can be classified into passive behavior and active behavior. Passive behavior includes refusal, misrepresentation, and removal, while word-of-mouth, complaint, and seeking for help belong to active behavior. Internet users in different countries may take different types of privacy-protective behavior because of cultural and social differences. This study analyzes the differences in Internet users' privacy-protective behavior between Korea and China. Korean Internet users take refusal, complaint, and seeking to protect their privacy information, while misrepresentation is not an option for Korean Internet users. Chinese Internet users take refusal, complaint, seeking, and misrepresentation to protect their privacy information. In Korea, passive behavior (refusal) is chosen more often than active behavior (complaint and seeking for help), while in China active behavior(complaint and seeking for help) is preferred to passive behavior (refusal and misrepresentation). The differences of privacy-protective behavior in the two countries may provide some implications for online companies, if they want to avoid the business risk due to privacy concerns and to take appropriate steps to deal with privacy-protective behavior by Internet users.

Keywords

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