@article{ART003367485},
author={Jung Il-Hwan and Park Hyeon-Suk},
title={A Study on the Mechanism Linking Data Intrusiveness, Perceived Usefulness, Perceived Privacy Intrusion, and Avoidance Intention: Focusing on Users of OTT Hyper-Personalized Recommendation Services},
journal={Industry Promotion Research},
issn={2466-1139},
year={2026},
volume={11},
number={3},
pages={319-333},
doi={10.21186/IPR.2026.11.3.319}
TY - JOUR
AU - Jung Il-Hwan
AU - Park Hyeon-Suk
TI - A Study on the Mechanism Linking Data Intrusiveness, Perceived Usefulness, Perceived Privacy Intrusion, and Avoidance Intention: Focusing on Users of OTT Hyper-Personalized Recommendation Services
JO - Industry Promotion Research
PY - 2026
VL - 11
IS - 3
PB - Industrial Promotion Institute
SP - 319
EP - 333
SN - 2466-1139
AB - This study examines how data intrusiveness in OTT hyper-personalized recommendation services influences avoidance intention through perceived usefulness and perceived privacy intrusion, with privacy concern as a moderator. Data from 500 adults were analyzed using SPSS 23.0 and AMOS 23.0. Data intrusiveness increased both perceptions, but only perceived privacy intrusion significantly increased avoidance intention. The effect and mediation of perceived usefulness were not significant. Privacy concern strengthened the effect of data intrusiveness on perceived privacy intrusion. Avoidance intention was therefore explained more strongly by the privacy intrusion path than by the usefulness path.
KW - OTT hyper-personalized recommendation;data intrusiveness;perceived usefulness;perceived privacy intrusion;avoidance intention
DO - 10.21186/IPR.2026.11.3.319
ER -
Jung Il-Hwan and Park Hyeon-Suk. (2026). A Study on the Mechanism Linking Data Intrusiveness, Perceived Usefulness, Perceived Privacy Intrusion, and Avoidance Intention: Focusing on Users of OTT Hyper-Personalized Recommendation Services. Industry Promotion Research, 11(3), 319-333.
Jung Il-Hwan and Park Hyeon-Suk. 2026, "A Study on the Mechanism Linking Data Intrusiveness, Perceived Usefulness, Perceived Privacy Intrusion, and Avoidance Intention: Focusing on Users of OTT Hyper-Personalized Recommendation Services", Industry Promotion Research, vol.11, no.3 pp.319-333. Available from: doi:10.21186/IPR.2026.11.3.319
Jung Il-Hwan, Park Hyeon-Suk "A Study on the Mechanism Linking Data Intrusiveness, Perceived Usefulness, Perceived Privacy Intrusion, and Avoidance Intention: Focusing on Users of OTT Hyper-Personalized Recommendation Services" Industry Promotion Research 11.3 pp.319-333 (2026) : 319.
Jung Il-Hwan, Park Hyeon-Suk. A Study on the Mechanism Linking Data Intrusiveness, Perceived Usefulness, Perceived Privacy Intrusion, and Avoidance Intention: Focusing on Users of OTT Hyper-Personalized Recommendation Services. 2026; 11(3), 319-333. Available from: doi:10.21186/IPR.2026.11.3.319
Jung Il-Hwan and Park Hyeon-Suk. "A Study on the Mechanism Linking Data Intrusiveness, Perceived Usefulness, Perceived Privacy Intrusion, and Avoidance Intention: Focusing on Users of OTT Hyper-Personalized Recommendation Services" Industry Promotion Research 11, no.3 (2026) : 319-333.doi: 10.21186/IPR.2026.11.3.319
Jung Il-Hwan; Park Hyeon-Suk. A Study on the Mechanism Linking Data Intrusiveness, Perceived Usefulness, Perceived Privacy Intrusion, and Avoidance Intention: Focusing on Users of OTT Hyper-Personalized Recommendation Services. Industry Promotion Research, 11(3), 319-333. doi: 10.21186/IPR.2026.11.3.319
Jung Il-Hwan; Park Hyeon-Suk. A Study on the Mechanism Linking Data Intrusiveness, Perceived Usefulness, Perceived Privacy Intrusion, and Avoidance Intention: Focusing on Users of OTT Hyper-Personalized Recommendation Services. Industry Promotion Research. 2026; 11(3) 319-333. doi: 10.21186/IPR.2026.11.3.319
Jung Il-Hwan, Park Hyeon-Suk. A Study on the Mechanism Linking Data Intrusiveness, Perceived Usefulness, Perceived Privacy Intrusion, and Avoidance Intention: Focusing on Users of OTT Hyper-Personalized Recommendation Services. 2026; 11(3), 319-333. Available from: doi:10.21186/IPR.2026.11.3.319
Jung Il-Hwan and Park Hyeon-Suk. "A Study on the Mechanism Linking Data Intrusiveness, Perceived Usefulness, Perceived Privacy Intrusion, and Avoidance Intention: Focusing on Users of OTT Hyper-Personalized Recommendation Services" Industry Promotion Research 11, no.3 (2026) : 319-333.doi: 10.21186/IPR.2026.11.3.319
