Journal of the Korea Society of Computer and Information (한국컴퓨터정보학회논문지)

Korean Society of Computer Information (한국컴퓨터정보학회)
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Effect of Purchase Intention of Location-Based Services: Focused on Privacy-Trust-Behavioral Intention Model

위치기반서비스에서 구매의도에 영향을 미치는 요인: 프라이버시-신뢰-행동의도 모형을 중심으로

  • Jang, Sung-Hee (School of Business Administration, Kyungpook National University)
  • Received : 2014.08.08
  • Accepted : 2014.09.03
  • Published : 2014.10.31
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Abstract

The purpose of this study is to examine the factors influencing purchase intention of Location-Based Services (LBS) using privacy-trust-behavioral intention model. This model tests various theoretical research hypotheses relating to LBS, privacy-trust-behavioral intention model, and Concern for Information Privacy(CFIP). The target population of this study was LBS users. Data for this study were collected from January 21 to March 20, 2014. The data were gathered from 231 questionnaire respondents with experience using LBS. Among these reponses, 21 were excluded because of missing or inappropriate data. After removing the unsuitable questionnaires, a total of 210 surveys were considered for analysis. The results of hypothesis testing are as follows. First, location awareness positively influence privacy concerns. Second, privacy concerns negatively influence trust. Finally, trust positively influence purchase intention. The results of this study will provide various implication to improve purchase intention of LBS.

본 연구의 목적은 위치기반서비스에서 구매의도에 영향을 미치는 요인을 프라이버시-신뢰-행동의도 모형을 이용하여 분석하는 것이다. 연구의 목적을 달성하기 위해 위치기반서비스, 프라이버시-신뢰-행동의도 모형, 프라이버시 염려의 측정모형(CFIP)에 대한 이론적 배경을 바탕으로 연구모형과 가설을 설정하였다. 본 연구의 조사기간은 2014년 1월 21부터 3월 20일까지이며, 위치기반서비스 이용자들을 대상으로 설문지를 배포하였다. 설문지는 231개가 회수되었고, 이 중 불성실하게 응답한 21개를 제외한 210개의 설문지를 분석에 이용하였다. 분석결과, 첫째, 위치인지는 프라이버시 염려에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 프라이버시 염려는 신뢰에 부(-)의 영향을 미치는 것으로 나타났으며, 마지막으로, 신뢰는 구매의도에 정(+)의 영향을 미치는 것으로 나타났다. 본 연구의 결과는 위치기반서비스에서 프라이버시 염려 및 구매의도에 관한 다양한 시사점을 제공할 것이다.

Keywords

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