@article{ART003074124},
author={Yujin Kim and Hyung-Seok Lee},
title={Antecedents Affecting the Information Privacy Concerns in Personalized Recommendation Service of OTT},
journal={Journal of The Korea Society of Computer and Information},
issn={1598-849X},
year={2024},
volume={29},
number={4},
pages={161-175},
doi={10.9708/jksci.2024.29.04.161}
TY - JOUR
AU - Yujin Kim
AU - Hyung-Seok Lee
TI - Antecedents Affecting the Information Privacy Concerns in Personalized Recommendation Service of OTT
JO - Journal of The Korea Society of Computer and Information
PY - 2024
VL - 29
IS - 4
PB - The Korean Society Of Computer And Information
SP - 161
EP - 175
SN - 1598-849X
AB - In this paper, we examined the causes of privacy concern and related factors in personalized recommendation service of OTT. On the basis of the ‘Big Five Personality model,’ we established factors such as agreeableness, neuroticism, conscientiousness, extraversion, and openness to experience. Additionally, we established factors such as accuracy, diversity, and novelty of OTT recommendation’s services, and perceived transparency. we analyzed the relationship between privacy concern, service benefit, and intention to give personal information. Finally, we analyzed the mediating effect of service benefits on the relationship between privacy concern and intention to give personal information. The results of this study showed that (1) neuroticism, extraversion and openness to experience had the significant effects on privacy concerns, (2) perceived transparency had the significant effects on privacy concern, 3) privacy concern and service benefit had the significant effect on intention to give personal information, and (4) as a result of multi-group analysis towards low and high groups to verify the moderating effect by service benefits, a significant difference was observed between privacy concern and intention to give personal information. The findings of the study are expected to help the OTT firms’ understanding towards users’ privacy protection behaviors.
KW - OTT;Privacy concern;Personality model;Personal information;Service benefit
DO - 10.9708/jksci.2024.29.04.161
ER -
Yujin Kim and Hyung-Seok Lee. (2024). Antecedents Affecting the Information Privacy Concerns in Personalized Recommendation Service of OTT. Journal of The Korea Society of Computer and Information, 29(4), 161-175.
Yujin Kim and Hyung-Seok Lee. 2024, "Antecedents Affecting the Information Privacy Concerns in Personalized Recommendation Service of OTT", Journal of The Korea Society of Computer and Information, vol.29, no.4 pp.161-175. Available from: doi:10.9708/jksci.2024.29.04.161
Yujin Kim, Hyung-Seok Lee "Antecedents Affecting the Information Privacy Concerns in Personalized Recommendation Service of OTT" Journal of The Korea Society of Computer and Information 29.4 pp.161-175 (2024) : 161.
Yujin Kim, Hyung-Seok Lee. Antecedents Affecting the Information Privacy Concerns in Personalized Recommendation Service of OTT. 2024; 29(4), 161-175. Available from: doi:10.9708/jksci.2024.29.04.161
Yujin Kim and Hyung-Seok Lee. "Antecedents Affecting the Information Privacy Concerns in Personalized Recommendation Service of OTT" Journal of The Korea Society of Computer and Information 29, no.4 (2024) : 161-175.doi: 10.9708/jksci.2024.29.04.161
Yujin Kim; Hyung-Seok Lee. Antecedents Affecting the Information Privacy Concerns in Personalized Recommendation Service of OTT. Journal of The Korea Society of Computer and Information, 29(4), 161-175. doi: 10.9708/jksci.2024.29.04.161
Yujin Kim; Hyung-Seok Lee. Antecedents Affecting the Information Privacy Concerns in Personalized Recommendation Service of OTT. Journal of The Korea Society of Computer and Information. 2024; 29(4) 161-175. doi: 10.9708/jksci.2024.29.04.161
Yujin Kim, Hyung-Seok Lee. Antecedents Affecting the Information Privacy Concerns in Personalized Recommendation Service of OTT. 2024; 29(4), 161-175. Available from: doi:10.9708/jksci.2024.29.04.161
Yujin Kim and Hyung-Seok Lee. "Antecedents Affecting the Information Privacy Concerns in Personalized Recommendation Service of OTT" Journal of The Korea Society of Computer and Information 29, no.4 (2024) : 161-175.doi: 10.9708/jksci.2024.29.04.161
