프라이버시 염려가 온라인 거래에 미치는 영향: 분위회귀 분석

Abstract

This study analyzes to what extent the direction and extent of the privacy paradox in online transactions is affected by changes in ① variables regarding privacy concerns, and ② the intensity of use of online transactions. To this end, we empirically examine the effects of the level and change variables of privacy concerns in a Quantile Regression model. The results of the empirical analysis are as follows. First, a privacy paradox is confirmed when the level of privacy concerns is used, but when the change is used, the privacy paradox appears to be negated. Second, in a Quantile Regression model, similarly, when the level of privacy concerns is used, the privacy paradox appears stronger in the high-quantile group, whereas when the change is used, the higher the privacy concerns in the high-quantile group, the stronger the tendency to reduce online transactions. In other words, when the change in privacy concerns is used as a variable, it can be seen that privacy-related behavior is reasonable and consistent with theoretical predictions. This study is considered significant in that, in addition to existing research on the various grounds for the existence of the privacy paradox, it shows that the existence of the privacy paradox depends on empirical analysis methods that deal with individual heterogeneity.