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Privacy Concerns Within Personalization Based on the Internet of Things(IoT): A Perspective from the Privacy Paradox

Yeong Gug Kim 1 Eunju Woo 2

1강원대학교
2부경대학교

Excellent Accredited

ABSTRACT

The purpose of this study was to explore privacy concerns within personalization based on the Internet of Things (IoT) from the perspective of the privacy paradox and to confirm the continuance intention of users in terms of the IoT in the food-service industries. To achieve the study objectives, the theory of privacy paradox was employed, and the relationships among factors (perceived personalization, perceived benefits of information disclosure, perceived risks of information disclosure, perceived value of information disclosure, and continuous usage intention) were examined. A survey questionnaire was developed based upon past relevant studies, and survey questionnaires were distributed to customers who had used the IoT service. Data were collected from questionnaires completed by 255 customers in Seoul and Busan. The findings yielded that there were significant relationships among factors, and the theoretical and practical implications of these results are discussed as related to the food-service industries.

Citation status

* References for papers published after 2022 are currently being built.

This paper was written with support from the National Research Foundation of Korea.