Research on Risk Endurance Influence to use Behavior of Internet of Things-Focus on Personal Privacy Information and Safety
Chenxi Hu1, Sang-Joon Lee2, Kyeong-Rak Lee3

1Chenxi Hu, Department of Service Team, Chonnam National University, Korea, East Asian.

2Sang-Joon Lee, Department of School of Business Administration, Chonnam National University,  Korea, East Asian.

3Kyeong-Rak Lee, Department of Service Team, Chonnam National University, Korea, East Asian.

Manuscript received on 20 June 2019 | Revised Manuscript received on 27 June 2019 | Manuscript Published on 22 June 2019 | PP: 278-283 | Volume-8 Issue-8S2 June 2019 | Retrieval Number: H10500688S219/19©BEIESP

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Abstract: In recent years, the development of Internet of Things (IOT) has attracted the interest from business community and academic areas. IOT is considered as the next opportunity of the trillion marketing. The styles of production and normal life, as well as the capacity in information acquisition have changed a lot by the emergence of IOT. Meanwhile adumbrate a worldwide revolution in information technique. Methods: The core concept of IOT is perception, control, transmission and intelligence. With the spread studies of IOT technology and its applications, information can be reliably transmitted, intelligently process and collect, storage, transmitted and applied. So around these situations, this dissertation tries to study the problem of using personal privacy information in IOT. Therefore, the new security and privacy problems will arise. The purpose of this paper was to examine IoT Use Behavior related with Risk Endurance which is affected by Perceived Importance of Privacy, Perceived Importance of Safety, Perceived Intention to Sacrifice Privacy, Perceived Intention to Sacrifice Safety. In this paper we proposed research model and hypothesis, and collected data by collecting questionnaire, and did frequency analysis, descriptive statistics analysis, reliability analysis, factor analysis and regression analysis by SPSS. Findings: First, based on lots of representative literatures, the history and evolution of IOT, The key technologies and typical applications of IOT. And then summarizes the features, expressions and protection of personal privacy information. At the same, analyze the essential aspects of personal privacy information. Second, analysis several privacy protection measures of IOT, such as legally enforcement, ethic self-discipline and advanced technologies. Label destruction, machine mode and user model are summarized further from technical analysis. The empirical analysis model is constructed by the combination of decision tree. Data are collected by scenario training and questionnaires for different privacy protection modes. Finally, on the basis of information economics theory, the risk endurance is quantized and mathematical to capture the influence from different personal privacy parts on consumer’s IOT use behavior IOT is the form integration of the latest of the information technology network, its core idea is comprehensive perception and reliable courier and intelligent control, networking personal privacy information is unique form of expression has become one of the main important factors that influence IOT, and from research result for IOT using behavior, consumer’s intention of endurance of risk is strong. So focus on this problem and to make it transparent to customers will very helpful to entrepreneur or government to pursuing this technology.

Keywords: Internet of things, Risk endurance, Use behavior, Privacy, Information.
Scope of the Article: Internet of Things (IoT) & IoE & Edge Computing