Indian Journal of Science and Technology
Year: 2015, Volume: 8, Issue: 25, Pages: 1-8
Sungbin Cho, Jinhwa Kim* and Byung-Chun Ha
School of Business, Sogang University, South Korea; [email protected]
The u-government services become more personalized and intelligent. For the successful implementation of personalization, individual’s privacy must be respected and taken care of. Based on an empirical survey, this research investigates the reluctance to the government’s use of private information in six categories. We measure people’s psychological distance toward e-government using four intimacy levels suggested by the Proxemics. Since a positive correlation is identified between people’s psychological intimacy toward e-government and their tolerance to the use of private information, the amount and types of private information should be sequentially used in designing a personalization system. Beginning with the least intolerable private information such as information on one’s occupation, personalized systems should additionally use next tolerable private information such as health information or service request/interest information, as people’s psychological distance toward government services becomes shorter.
Keywords: Intimacy, Keywords4, Personalization of Service, Privacy, Ubiquitous Government
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