컨조인트 분석을 이용한 생체인식기술활용 서비스에 대한 소비자 선호 분석 연구

초록

As the smart devices equipped with biometrics technology is deployed, it is getting important to provide services with high security authentication. In this study, consumer’s preference on the services which utilize various biometric informations for authentication such as retina, fingerprint, voice, and face, has been studied by using Conjoint Analysis.In this paper, by collecting stated choice preference data from a survey of 339 consumers which was conducted from January to March 2016 in a face-to-face questionnaire survey method for the residents in the metropolitan area, consumer’s preference for biometrics has been analyzed by using Multinomial Logit Model, Mixed Logit Model and market share simulation using the parameters from the models. As a result, all of the major attributes such as usage cost, service field, infrastructure, authentication characteristics, authentication time, possibility of leakage of personal information for utilizing biometric services are statistically significant on the consumers’ choice of devices/services equipped with biometrics technology. Especially, personal information leakage probability, authentication time, and usage cost are estimated to be the core attribute. In addition, this study explored the development direction for the successful deployment of devices/services equipped with biometrics technology for authentication through market share simulation.

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