Earticle

초록

영어

The purpose of this research is to identify effect of communication strategy as effectively communication method which is decreasing Internet Web site users' perceived information privacy concerns as important factor affecting to positive behavior or behavioral intentions on
long-term relational outcome perspectives. This study suggests alternatives concepts and causal relationship about information privacy issues. First, it addressed collaborative communication strategy (CCS) model of effective communication method for Web site’s IPP to
users. Second, it provided comparing and integrating streams of information privacy research on long-term relational outcomes perspective. Third, it assessed effectiveness of Web site’s IPP on organization legitimacy ensured continuous survival of organization. A research model was proposed and subsequent hypotheses were empirically tested with partial least square (PLS) based on 684 responses from the users of 21 Internet Website among entirely finance, recruit, portal /e-store Web site. It was learned that CCS(as a communication method) and relationship quality(representing long-term relational outcomes)was positively associated with decreasing user’s IPC more than privacy risk. Also, legitimacy to information privacy practice positively associated with willingness to information providing more than negative effect of IPC.
Lastly, their association strength was partially moderatedby the type of real information sensitivity.

목차

Abstract
 1. 서론
 2. 이론적 배경
  2.1 정보 프라이버시에 관한 연구
  2.2 협업적 의사소통 (collaborative communication)
  2.3 장기 관계적 성과(long-term relational outcomes)
  2.4 제도관점에서 조직 정당성(legitimacy)
 3. 연구방법
  3.1 연구모형
  3.2 변수의 정의
  3.3 연구가설
  3.4 자료수집방법
 4. 연구결과 및 가설 검증
  4.1 표본의 특성 및 기초통계량
  4.2 측정도구의 신뢰성 및 타당성
  4.3 공통방법편의(common method bias) 검증
  4.4 가설검증(구조모형분석)
 5. 결론 및 향후 연구방향
  5.1 연구 결과
  5.2 시사점
  5.3 연구의 한계 및 향후 연구 방향
 참고문헌

저자

• 이상훈 [ School of Business, Yonsei University ]
• 이호근 [ School of Business, Yonsei University ]

참고문헌