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논문 기본 정보

자료유형
학술저널
저자정보
Jongki Kim (Pusan National University) Jianbo Wang (Pusan National University)
저널정보
한국인터넷전자상거래학회 인터넷전자상거래연구 인터넷전자상거래연구 제22권 제1호
발행연도
2022.2
수록면
141 - 161 (21page)
DOI
10.37272/JIECR.2022.02.22.1.141

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초록· 키워드

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Individuals attach greater value to the goods they own, and personal information is no exception. This phenomenon of an individual’s valuation disparity is known as the endowment effect. The endowment effect is generally interpreted as the disparity between an individual’s willingness to accept (WTA) a proposal to trade information and the person’s willingness to pay (WTP) for protecting information. However, very few information studies have investigated whether the endowment effect can be extended in terms of intangible goods, such as personal information. This study elucidates whether the endowment effect exists in the information of the self, close others, and acquaintances. Drawing on the self-expansion and self-extension theories, we conducted a scenario-based field experiment to investigate how individuals monetarily valuate these aspects. The results demonstrated the endowment effect in terms of personal information and established that it was extended through two sides: possession (personal information) and ownership (close others). Individuals add more value to personal information and that of close others. This study deepens knowledge on the endowment effect and privacy valuation, and provides theoretical evidence and new perspectives for practitioners and multifarious realms, including laws, policies, security, and marketing strategies. It calls for innovations in the management of personal information.

목차

Abstract
Ⅰ. Introduction
Ⅱ. Literature Review
Ⅲ. Experimental Design
Ⅳ. Results
Ⅴ. Conclusion
References

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