Abstract: “In January 2014, Korea experienced a major private information leakage. Many people closed their bank accounts, which lead to a momentary business paralysis. However, certain people maintained and continued to use their accounts. This study attempts to verify the difference between people who closed their accounts and those who did not. Privacy concern, switching cost, and service loyalty was assumed to be factors that might affect resistant behavior. We also examined the effect of resistance behavior on actual outcome. 174 samples were collected through online surveys and SPSS 21 was used for analysis. Results showed that privacy concerns and loyalty had significant effects on resistant behavior. The resistant behavior between the two groups also showed a significant difference.”

Keywords: privacy concern, resistant behavior, service loyalty,