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SMARTPHONE USERS’ BEHAVIOR ON INFORMATION SECURITY IN INFORMATION SERVICE USAGES: APPLICATION OF PROTECTION MOTIVATION THEORY

김기수|신호영|Dilshodjon Gafurov
한국전략마케팅학회 (Korean Strategic Marketing Association)|2014.09|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제22권 제3호|pp. 53-76

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키워드

자기효능감self-efficacy악성코드Protection Motivation Theoryfear appealmalwarethreat severitythreat susceptibilityresponse efficacysocial influence보호동기이론공포소구위협의 심각성위협의 취약성반응효능감사회적 영향

초록

Smartphones being all in one featured mobile devices are spreading faster than ever. No doubt, attackers have revealed several vulnerabilities of smartphones and they are becoming a target for malware writers as their counterpart PCs. This jeopardizes the mobile life of over one and half billion smartphone users who are far from malware awareness. The objective of this study is to extend prior models to mobile technology by analyzing the smartphone users’ behavioral intention in accepting danger control actions to reduce malware threat. This paper attempts to understand individuals’ cognitive process in the context of fear in decentralized IT security environment. We test a theoretical model based on Protection Motivation Theory. We found that all latent factors significantly determine the smartphone users’ behavioral intention in adopting the recommended action against malware threat. Findings suggest that response efficacy has the greatest influence. Our analytical results manifest strong support for the proposed model. The theoretical framework and given implications of our study can be generalized and applied within the domain of smartphone security to understand users’ threat control behavior and persuade them adopt protective measures against smartphone malware threat.

Abstract

하나의 모바일 기기에 모든 기능을 담은 스마트폰의 사용이 빠른 속도로 확산됨에 따라 스마트폰도 PC와 같이 악성코드 작성자들의 표적이 되고 있다. 그 결과 악성코드를 잘 인식하지 못하고 있는 15억 스마트폰 사용자들의 스마트폰 사용을 위협하고 있다. 본 연구의 목적은 악성코드 위협을 줄이기 위한 스마트폰 사용자들의 위험통제행위의도를 이해하는데 있다. 본 연구에서는 심리학에서 사용되어 온 보호동기이론을 이용하여 스마트폰 사용자들의 위험통제행위의도에 대한 연구모형을 개발하였다. 연구결과 지각된 위협의 심각성과 지각된 위협의 취약성 모두 스마트폰 사용자들의 반응효능감과 자기효능감에 부의 영향을 미치고, 반응효능감과 자기효능감 모두 행위의도에 정의 영향을 미치는 것으로 나타났다. 본 연구는 스마트폰 사용자들의 정보보안행위의도를 이해하는데 기여하고, 나아가 본 연구 결과는 스마트폰 사용자들의 정보보안행위의도를 높이기 위한 정책적 시사점도 제공하고 있다.

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