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The wide spread of mobile devices enables people to use the Internet everywhere. It provides people convenience in various aspects. However, they also are exposed to the risk of personal information leakage and privacy invasion. No previous study has examined whether the behaviors of people are influenced by their awareness of privacy in a mobile environment. With the ever-increasing importance of privacy issues, our study examines the critical relationship between individual privacy concerns and its behavior. The data is the media diary or 10,174 individuals’ media usage for three days, collected by the Korea Information Society Development Institute (KISDI) in 2014. Our result suggests that privacy concern has a positive influence on the smartphone usage, mobile application purchase and in-app purchase. It implies that the individual privacy concern does not correspond to his or her actual behaviors, which is paradoxical.