ScholarWorks@중앙대학교

초록

This study investigates the relationship between privacy concerns and technology acceptance in a rapidly evolving media environment, with a particular focus on the mediating role of media literacy. As the significance of media literacy continues to grow, this research aims to examine its influence and provide relevant policy implications. To achieve this, data from the Media Panel Survey conducted by the Korea Information Society Development Institute (KISDI) were utilized, and the relationships among key variables were analyzed using structural equation modeling. The main findings are as follows. First, privacy concerns positively influence technology acceptance, suggesting that the adoption of various technologies for the protection of personal information and privacy is likely to be well received. Second, privacy concerns also have a positive effect on media literacy, indicating that in a complex media environment, privacy awareness can lead to proactive and engaged use of technology and media. Third, media literacy fully mediates the relationship between privacy concerns and technology acceptance. The acceptance of new technologies aimed at enhancing privacy may become more widespread when accompanied by media literacy education. Given the positive impact of media literacy on technology acceptance, it is essential to provide diverse media literacy education not only in schools but also in other sectors. A more effective strategy would involve assessing media literacy levels by age group and delivering tailored educational programs accordingly.

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