Yonsei University , Seoul, Korea

  Public’s concerns for personal data  protection and information privacy protection are growing as a result of recent news on personal data  breach, privacy infringement while witnessing the advancement of new information and communication technologies. Due to the lack of systematic study  on the  individual’s attitude toward privacy rights, however, foundational research on personal attitude and attitude toward information privacy are called for in Korea. This research is essential in establishing laws and governmental policies on information protection and privacy. By analyzing the advantages and limits of prior studies on personal attitude toward information privacy, this study developed a measuring instrument – five variables and fourteen items – to quantify personal attitude and attitude toward information privacy. From literature review and expert interviews, key factors explaining privacy attitude used in existing literature are identified. Reliability and validity tests are used to assess the measurement developed. The exploratory and confirmatory factor analyses are conducted for the assessment of   measurement and its items. PIPI (Personal Information Privacy Indicator) is  proposed to utilize this measurement in the privacy policy making processes. Individual’s attitude towards information privacy protection is classified into one of five categories: (1) privacy unconcerned/indifferent, (2) passive privacy pragmatist, (3) active privacy pragmatist, (4) passive privacy fundamentalist, and (5) active privacy  fundamentalist. The measurement developed and the indicator with classification can be used to monitor the trends of public’s attitude on information privacy, to understand cultural differences on privacy  among various countries, and to enhance privacy law/regulation’s effectiveness.

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