개인정보 노출에 대한 인터넷 사용자의 태도에 관한 연구

초록

As many companies have been interested in big data, they have invested a lot of resourcesto get more customer data. Some companies try to trade the data illegally. In order to collectmore customer data, companies provide various incentive programs to customers. However,their results are normally much less than their expectations. This study focuses on exploringthe relative importance of the factors which influence customer attitudes to providing his/herpersonal information. This study conducts a conjoint analysis to assess trade-offs amongthe five influential factors-monetary reward, concern for data collection, concern for secondaryuse, concern for unauthorized use, and concern for errors. This study finds that the customerattitude to providing personal information is most influenced by the concern for secondaryuse. Furthermore, it shows that there are some differences between the light internet usergroup and the heavy internet user group in the relative importances of these factors. Themonetary rewards appeal to the heavy internet users, rather than the light internet users.

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