바로가기메뉴

본문 바로가기 주메뉴 바로가기

logo

메뉴

Consumers' Negative Emotions and Behavioral Responses caused by Infringement on personal information based on the S-O-R Model of Mehrabian and Russell

Abstract

The study sets a structural model for measuring consumers' negative emotions and behavioral responses caused by infringement on personal information and also verifies the moderating effect of (a) the information load of infringement on personal information and (b) the usefulness and awareness of the personal information managers. The study examines displeasure, arousal, and helplessness as negative emotions of consumers, based on PAD emotion scale. Additionally, approach(exiting, voicing) and avoidance(neglecting, retaining) are analyzed as negative behavioral responses based on EVLN response scale. Perceived risk from infringement on personal information was found to generate negative emotions; thus, negative emotions affected negative behavioral responses. Displeasure positively influenced approach and negatively influenced avoidance. Arousal positively affected approach and helplessness positively influenced avoidance. Among the negative emotions, arousal was not only the most positively affected by perceived risk from infringement on personal information but the most positively affected approach as well. Contrary to other negative emotions, helplessness positively influenced avoidance, and information load of infringement on personal information significantly moderated the relationship between helplessness and avoidance. The moderating effect of information load of infringement on personal information was partly accepted, while the effect of the usefulness and awareness of personal information managers was mostly rejected. This study has enhanced the usefulness of the S-O-R model by extending the model, through use of the PAD emotion scale and EVLN response scale, to cover negative emotions and behavioral responses caused by infringement on personal information. Moreover, the study proposes strategies for personal information managers to use when counselling customers, as well as useful implications for government agencies and consumer protections agencies to protect consumers' rights and benefits.

keywords
infringement on personal information, S-O-R model, negative emotions, negative behavioral responses, information load of infringement on personal information

Reference

1.

공옥례, 이형재 (2009). 고객의 부정적 행동과 불만족을 유발하는 감정들의 비교연구. 서비스경영학회지, 10(1), 271-298.

2.

국민일보 (2014). 카드사들, 끝까지 ‘고객만만’, ‘정보유출 보상, 정신적 피해는 제외’, 2014년 2월 7일자, 김현섭 기자.

3.

권두순, 이미영, 함유근 (2013). 전자상거래 산업에서의 감정반응(PAD) 요인이 쇼셜커머스(Social Commerce) 서비스 지속이용의도에 미치는 영향, 생산성논집, 27(3), 457- 490.

4.

김경동, 이온죽, 김여진 (2009). 사회조사연구방법, 서울: 박영사.

5.

김소라, 이기춘 (2007). 소비자의 개인정보 침해가능성 관련 변수 및 영향 요인. 소비문화연구, 10(1), 1-27.

6.

김재휘, 박은아, 손영화, 우석봉, 유승엽, 이병관 (2009). 광고심리학. 서울: 커뮤니케이션북스.

7.

김혜선, 서민교, 전정기 (2003). 전자상거래에서의 소비자 프라이버시 보호 방안에 관한 연구: 개인정보 제공에 대한 소비자의 인식과 행동을 중심으로. 소비문화연구, 6(2), 1-26.

8.

방송통신위원회, 한국인터넷진흥원 (2014). 2014년 상반기 스팸 유통현황, 2014년 9월.

9.

서문식, 조상리 (2006). 서비스접점에서 발생한 부정적 감정이 고객의 관계단절행동에 미치는 영향, 마케팅관리연구, 11(2), 55-80.

10.

서용원, 손영화 (2004). 한국인의 소비 정서 항목 개발을 위한 탐색적 연구. 한국심리학회지: 소비자광고, 5(1), 69-92.

11.

여정성, 전상민, 김소연 (2012). 소비자 연구방법. 서울: 교문사.

12.

연합뉴스 (2014). 정보유출 카드3개사 집단소송 보상금 최대 1천700억, 2014년 2월 4일자, 박초롱 기자.

13.

이학식, 임지훈 (2002). 소비관련 감정척도의 개발. 마케팅연구, 17(3), 55-91.

14.

임명성 (2013). 개인정보 유출 사고 후 웹 사이트 가입 지속 및 프라이버시 무관심에 영향을 미치는 요인에 관한 연구. 디지털정책연구, 11(1), 107-119.

15.

전상민 (2014). 개인정보침해로 인한 소비자의 부정적 감정의 탐색적 연구: 자기관찰을 통한 근거이론분석을 중심으로. 소비자정책교육연구, 10(4), 137-162.

16.

전상민 (2013). 크로스채널 소비에 대한 탐색적 연구: 자기관찰을 통한 소비일기 분석을 중심으로. 소비문화연구, 16(3), 23-58.

17.

정서화, 조현석 (2014). 사회연결망 분석을 활용한 개인정보 유출 프레임 변화에 관한 연구: 1984-2014년을 중심으로. 디지털융복합연구, 12(5), 57-68.

18.

최승만 (2008). 호텔 레스토랑의 물리적 환경 지각이 감정 반응, 고객 만족, 재구매의도 및 추천의도에 미치는 영향. 세종대학교 대학원 박사학위 논문.

19.

통계청 (2014). 통계로 찾은 2014 블루슈머 6, 2014년 1월 27일 보도자료.

20.

한국경제 (2014). 개인정보 털릴라, 꼭꼭 숨는 소비자, 2014년 2월 8일자, 김은정 기자.

21.

한국인터넷정보원 (2012). 2012년 정보보호 실태조사: 개인편, 연차보고서.

22.

한국정보화진흥원 (2013). 2013 국가정보화백서, 연차보고서.

23.

Duhachek, A. (2005). Coping: A multidimensional, hierarchical framework of responses to stressful consumption episodes, Journal of Consumer Research, 32(2), 41-3.

24.

Eroglu, S. A., Machleit, K. A., and Davis, L. M. (2003). Empirical testing of a model of online store atmospherics and shopper responses. Psychology and Marketing, 20(2), 139-150.

25.

Farrell, D., & Rusbult, C. (1981). Exchange variables as predictors of job satisfaction, job commitment and turnover: The impact of rewards, costs, alternatives, and investments. Organizational Behavior and Human Performance, 27, 78-95.

26.

Farrell, D. (1983). Exit, voice, loyalty, and neglect as reponses to job satisfaction: A multidimensional scaling study. Academy of Management Journal, 26, 596-607.

27.

Graa, A., & Dani-elKebir, M. (2012). Application of stimulus & response model to impulse buying behavior of algerian consumers. Serbian Journal of Management, 7(1), 53-64.

28.

Hagedoorn, M., Van Yperen, N. W., Van De Vliert, E., & Buunk, B. P. (1999). Employees’ reactions to problematic events: a circumplex structure of five categories of reponses, and the role of job satisfaction. Journal of Organizational Behavior, 20, 309-321.

29.

Hirschman, A. (1970). Exit, voice and loyalty: responses to decline in firms, organization, and state. Cambridge: Harvard University Press.

30.

Izard, C. E. (1977). Human emotions, New York: Pleum.

31.

Kolarska, L., & Aldrich, H. (1980). Exit, voice and silence: consumers’ and managers’ responses to organizational decline. Organization Studies, 1(1), 41-58.

32.

Jun, S., and Yeo, J. (2012). Coping with Negative Emotions from Buying Mobile Phones: A Study of Korean Consumers, Journal of Family Economic Issues, 33, 167-176.

33.

Jun, S., and Yeo, J.(2013). Gender Differences in Stress Levels and Coping Strategies in South Korea While Using Mobile Phones, International Journal of Human Ecology, 14(1), 1-12.

34.

Li, H., Sarathy, R., and Xu, H. (2011). The Role of affect and cognition on online consumers’ decision to disclose personal information to unfamiliar online vendors, Decision Support Systems, 51, 434-445.

35.

Mehrabian, A. (1976). Public spaces and private spaces: The psychology of work, play and living environments, New York: Basic Books, Inc.

36.

Mehrabian, A., and Russell, J. A. (1974). An approach to environmental psychology, Cambridge, MA: MIT Press.

37.

Plutchik, R. (1980). Emotion, a psychoevolutionary synthesis, New York: Harper & Row.

38.

Raghunathan, R., Pham, M. T., and Corfman, K. P. (2006). Informational properties of anxiety and sadness, and displaced coping, Journal of Consumer Research, 32(4), 596-601.

39.

Richins, M. L. (1997). Measuring emotions in the consumption experience, Journal of Consumer Research, 24 (September), 127-146.

40.

Rusbult, C. E., Farrell, D., Rogers, G., and Mainous Ⅲ, A. G. (1998). Impact of exchange variable on exit, voice, loyalty, and neglect: An integrative model of responses to declining job satisfaction, Academy of Management Journal, 31(3), 599-627.

41.

Russell, J., and Pratt, G. (1980). A description of the affective quality attributed to environments, Journal of Personality and Social Psychology, 38(August), 311-322.

42.

Tiedens, L. Z., and Linton, S. (2001). Judgement under emotional uncertainty: The effect of specific emotions on information processing, Journal of Personality and Social Psychology, 81, 973-988.

43.

Weston, D., Clark, L., and Tellegen, A. (1988). Development and validation of brief measures of positive and negative affect: The PANAS scales, Journal of Personality and Social Psychology, 54(6), 1063-1070.

44.

Withey, M. J. and Cooper, W. H. (1989). Predicting exit, voice, loyalty and neglect. Administrative Science Quarterly, 34, 521-539.

45.

Xu, Y. (2007). Impact of store environment on adult generation Y consumers' impulse buying. Journal of Shopping Center Research, 14(1), 39-56.

46.

Yoon, E. (2012). Effects of website environmental cues on consumers' responses and outcome behaviors, A Doctoral Dissertation from University of Nebraska-Lincoln.

logo