Abstract: This study clarifies the relationships among privacy concern/privacy protection importance and actual privacy protection behavior of online users based on privacy paradox perspective. According to numerous studies on privacy, actual privacy protection behavior is greater when an online user has a greater privacy concern or a higher attitude of privacy protection. However, this study shows that these relationships are not positive as there exists privacy paradox. According to the result of the empirical analysis, the antecedents of privacy concern and protection importance have statistically significant explanatory power except the relation between privacy experience and protection importance. Privacy concern and privacy protection importance don’t have a significant effect on the actual behavior to protect privacy. This shows the existence of privacy paradox.
Publication Year: 2013
Publication Date: 2013-03-01
Language: en
Type: article
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