Beyond the privacy paradox: The moderating effect of online privacy concerns on online service use behavior

Changki Jang, Wook Joon Sung

Research output: Contribution to journalArticlepeer-review

24 Scopus citations

Abstract

In the digital information era, dealing with privacy issues is problematic in related research since online activities have become an inevitable trend. Following the privacy paradox, which occurs when online services are increasingly accepted or used despite raising the level of privacy concerns of individuals, there is no need to alleviate individual privacy concerns regarding online services. Accordingly, this study aims to empirically analyze the effect of online privacy concerns, when interacting with individual innovativeness, on individual online service use behavior. For the empirical analysis, a Heckman two-step analysis is performed using South Korean data from the 2019 Korea Media Panel Survey conducted by the Korea Information Society Development Institute. The results provide evidence in contradiction of the privacy paradox. Specifically, the main findings of this study are as follows. First, use of online services and privacy concerns are not a contradictory phenomenon both in principle and behavior but can act as a negative influence or constraint. Second, individuals with high levels of innovativeness actively use online services owing to differences in their acceptance and use of innovation. Third, as online activities become more common, privacy concerns are likely to affect the level of online service use by interacting with other personality traits. As a result, privacy concerns are more likely to act as an influencing variable that moderates the degree or intensity of an individual's use of an online service rather than an independent variable for the use of an online service. The impact of privacy concerns of individuals on the use of online services identified in this study suggests there is a need for an adequate governing mechanism for privacy protection to realize service provision through e-government.

Original languageEnglish
Article number101715
JournalTelematics and Informatics
Volume65
DOIs
StatePublished - Dec 2021

Keywords

  • E-government
  • Individual innovativeness
  • Online privacy concern
  • Online service use behavior
  • Privacy paradox

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