데이터 프라이버시 의사결정 요인과 경로 실증 분석: 프라이버시 계산 이론을 중심으로

초록

The privacy paradox refers to the discrepancy between users’ stated privacy concerns and their actual disclosure behavior. In platform-centric environments, this Privacy Paradox intensifies and undermines the user autonomy envisioned in Web 3.0. This study aims to explore design strategies that strengthen user rights and to examine privacy decision-making in the context of data utilization. This study’s conceptual model extends the Privacy Calculus model by illustrating how users’ dispositions shape risk–benefit perceptions in context, which in turn influence the economic valuation of personal data. An online survey (N=547, Korean smartphone users) based on a personalized healthcare scenario was analyzed using PCA, SEM, and bootstrapping. Results show that user disposition consists of two distinct traits, concern-oriented and benefit-oriented disposition. Both dispositions indirectly influenced value evaluation through perceived benefits, although the direction of these effects differed. The concern-oriented disposition had significant direct and indirect effects on economic value through perceived benefits, indicating that this disposition operates differently depending on the contextual evaluation. These findings highlight the need for user-tailored privacy design that differentiates protection and value use based on individual dispositions. Disposition-based privacy and data-exchange support design provides a foundation for future data technology development.

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