Journal of Information Technology Applications and Management

Korea Data Strategy Society (한국데이터전략학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on the Intention to Provide Personal Information by Type of Big Data Services

빅데이터 서비스 유형에 따른 개인정보 제공 의도에 관한 연구

  • Jung, Seungmin (Industrial Business Administration, Inha University)
  • Received : 2022.04.26
  • Accepted : 2022.06.16
  • Published : 2022.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

Recently, big data services have been used in various fields. In this situation, this research studied the intention to provide personal information from users, which is necessary to provide useful big data services. A survey was conducted on college students and ordinary people who have understood big data services. And path analysis was performed through Amos' structural equation. As a result of the study, it was found that privacy risks, trust in service providers, individual innovativeness, service incentives, social influence, and service design are major variables influencing the intention to provide personal information. And it was found that trust in service providers plays a mediating role in influencing the intention to provide personal information. In addition, big data services were classified into types for information acquisition and types related to purchase. Accordingly, it was further analyzed whether major variables differ in the path affecting the intention to provide personal information, and new implications were found. Companies that actually develop and provide big data services should establish different strategies by reflecting research results depending on the type of big data service provided.

Keywords

Acknowledgement

This work was supported by INHA UNIVERSITY Research Grant.

References

  1. Agarwal, R. and Prasad, J., "A Conceptual and Operational Definition of Personal Innovativeness in the Domain of Information Technology", Information Systems Research, Vol. 9, No. 2, 1998, pp. 204-215. https://doi.org/10.1287/isre.9.2.204
  2. Anderson, J. and Gerbing, D. W., "Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach", Psychological Bulletin, Vol. 103, No. 3, 1988, pp. 411-423. https://doi.org/10.1037//0033-2909.103.3.411
  3. Baek, H. J. and Kim, S. H., "A Study on the Type of Emotional Experience Design for Mobile Applications in Service Environment", Journal of Communication Design, Vol. 57, 2016, pp. 84-94.
  4. Bansal, G., Zahedi, F. M., and Gefen, D., "Do context and personality matter? Trust and privacy concerns in disclosing private information online", Information & Management, Vol. 53, No. 1, 2016, pp. 1-21. https://doi.org/10.1016/j.im.2015.08.001
  5. Byeon, H. S., "The Influence of Users' Personal Innovativeness, Trust, and Felt Trust on Intention to Use E-government", The Korea Association for Policy Studies, Vol. 21, No. 1, 2012, pp. 313-336.
  6. Carroll, C. E. and McCombs, M., "Agenda-setting effects of business news on the public's images and opinions about major corporations", Corporate reputation review, Vol. 6, No. 1, 2003, pp. 36-46. https://doi.org/10.1057/palgrave.crr.1540188
  7. Chae, S. I., Social Science Investigation Methodology, Hakhyeonsa, Seoul, Korea, 2001.
  8. Chang, H. S. and Jung, D. H., "A study on the Relationship between Cyberloafing Characteristic and Cognitive Dissonance", Journal of the Korea Society of Computer and Information, Vol. 20, No. 9, 2015, pp. 73-80. https://doi.org/10.9708/JKSCI.2015.20.9.073
  9. Choi, S. J. and Kang, Y. S., "Consumers' Intentions for the Usage of Mobile Payments: Extending UTAUT with Innovativeness, Trust and Network Effect", International Telecomm. Policy Review, Vol. 23, No. 4, 2016, pp. 29-52.
  10. Choy, M. K., Kim, M. S., and Kim, J. I., "The Effect of Purchase Incentive Type and Company Awareness on Consumer Response: Focusing on the Warmth-Competence Perception", Korean Journal of Marketing, Vol. 28, No. 1, 2013, pp. 21-44.
  11. Chun, H. S., Lee, H. J., and Kim, K. T., "The Extended Model of the Effects of Privacy-Related Factors on the Intention of Facebook Continued Use: Moderating Effects of Online Privacy Risk Management Strategies", Korean Journal of Journalism & Communication Studies, Vol. 60, No. 5, 2016, pp. 203-232.
  12. Corby, M. J., "The Case for Privacy", Information Systems Security, Vol. 11, No. 2, 2002, pp. 9-14. https://doi.org/10.1201/1086/43320.11.2.20020501/36764.3
  13. Dinev, T. and Hart, P., "An extended privacy calculus model for e-commerce transactions", Information Systems Research, Vol. 17, No. 1, 2006, pp. 61-80. https://doi.org/10.1287/isre.1060.0080
  14. Fornell, C. and Larcker, D., "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error", Journal of Marketing Research, Vol. 18, 1981, pp. 39-50. https://doi.org/10.2307/3151312
  15. Foxall, G. R., "Marketing new technology: Markets, hierarchies, and user-initiated innovation", Managerial and Decision Economics, Vol. 9, No. 3, 1988, pp. 237-250. https://doi.org/10.1002/mde.4090090309
  16. Fu, L. and Choi, K. H., "An Effect of Mobile Travel Application Characteristics on Experience Value, Perceived Value, and Continuous Usage Intention: A Moderating Effect of Relational Benefits", Journal of Tourism and Leisure Research, Vol. 33, No. 3, 2021, pp. 179-199.
  17. Gefen, D., "E-commerce: the Role of Familiarity and Trust", Omega: The International Journal of Management Science, Vol. 28, No. 6, 2000, pp. 725-737. https://doi.org/10.1016/S0305-0483(00)00021-9
  18. Goldsmith, R. and Hofacker, C., "Measuring consumer innovativeness", Journal of the Academy of Marketing Science, Vol. 19, No. 3, 1991, pp. 209-221. https://doi.org/10.1007/BF02726497
  19. Grazioli S. and Jarvenpaa S., "Perils of Internet Fraud: An Empirical Investigation of Deception and Trust with Experienced Internet Consumers", IEEE Transaction on Systems, Vol. 30, No. 4, 2000, pp. 395-410.
  20. Gu, W. and Lee,J. H., "A Study on the Use Intention of Smart Home APP based on IoT -Focusing on the China Market", The e-Business Studies, Vol. 18, No. 6, 2017, pp. 195-212. https://doi.org/10.20462/tebs.2017.12.18.6.195
  21. Hong, S. H., Hwang, M. H., and Lee, E. S., "Latent Means Analysis of the Career-Barrier Scale for Korean female adolescents", Korean Journal of Educational Psychology, Vol. 19, No. 4, 2005, pp. 1159-1177.
  22. Hyun, Y. H. and Park, Y. A., "A Verification of the Structural Relationships between Consumer Review Characteristics and Acceptance Intention to Smartphone Application by Applying Extended TAM Model", Korean Journal of Business Administration, Vol. 26, No. 11, 2013, pp. 2851-2871
  23. Ifinedo, P., "Understanding Information Systems Security Policy Compliance: An Integration of the Theory of Planned Behavior and the Protection Motivation Theory", Computers and Security, Vol. 31, No. 1, 2012, pp. 83-95. https://doi.org/10.1016/j.cose.2011.10.007
  24. Jang, S. H. and Lee, J. K., "An Investigation of Factors Affecting Consumer Intention to Use Branded App: Focused on Technology Acceptance Model(TAM)", Journal of Information Technology Services, Vol. 13, No. 3, 2014, pp. 51-76. https://doi.org/10.9716/KITS.2014.13.3.051
  25. Jang, S. H. and Lee, K. D., "Privacy risk of Social network service and User Resistance", The e-Business Studies, Vol. 15, No. 3, 2014, pp. 323-338.
  26. Jang, W. K. and Lee, H. Y., "A Study on the Effects of Social Variables on On-line Trust in B2C Electronic Commerce", Korean Journal of Business Administration, Vol. 46, 2004, pp. 2237-2261.
  27. Jin, S. H., Lee, D. G., and Lee, S. J., "The Influence of Technostress and Antismart on Smartphones", Journal of Digital Convergence, Vol. 10, No. 10, 2012, pp. 187-195. https://doi.org/10.14400/JDPM.2012.10.10.187
  28. Jung, G. H., Choe, Y. C., Park, H. D., and Jang, I. H., "Study on the Relationship Between Factors of Farmers' Adoption and Continuous Use of Innovative Technology", Journal of Agricultural Education and Human Resource Development, Vol. 42, No. 3, 2010, pp. 109-137.
  29. Jung, S. C., Lee, D. Y., and Yoon, E. J., "Effects of Security and Privacy Risks on Enterprise Cloud Computing Acceptance", Telecommunications Review, Vol. 22, No. 3, 2012, pp. 468-482.
  30. Kang, J. Y. M. and Johnson, K. K., "Positive word-of-mouth for mobile location-based service retail apps usage", International Journal of Mobile Communications, Vol. 13, No. 6, 2015, pp. 599-618. https://doi.org/10.1504/IJMC.2015.072055
  31. Kang, S. M. and Kim, Y. W., "Perceived Controllability towards Personal Information Leakage and Intention to Use Location-Based Services: Focus on the Mediating Effect of Risk Perception and the Moderating Effect of Privacy Concern", Journal of Public Relations Research, Vol. 23, No. 4, 2019, pp. 69-99. https://doi.org/10.15814/jpr.2019.23.4.69
  32. Kim, B. G., Kim, K. W., and Seo, H. I., "Effects of Mobile App Service Characteristics on User Satisfaction and Continuance Usage Intention", Journal of Information Technology Applications & Management, Vol. 26, No. 3, 2019, pp. 99-120.
  33. Kim, J. K. and Oh, D. W., "The Effect of Privacy Policy Awareness on the Willingness to Provide Personal Informationin Electronic Commerce", Information Systems Review, Vol. 18, No. 3, 2016, pp. 185-207. https://doi.org/10.14329/isr.2016.18.3.185
  34. Kim, K. and Prabhakar, B., "Initial trust as a determinant of the adoption of internet banking", Proceedings of the twenty first international conference on Information system, 2000, pp. 537-543.
  35. Kim, S. H. and Park, H. S., "The Effects of Precedence Factors for Privacy Concern Reduction and Trust on Intention to Use Location-Based Services and a Moderating Effect of Personal Innovation", The Journal of Information Systems, Vol. 21, No. 2, 2012, pp. 73-96. https://doi.org/10.5859/KAIS.2012.21.2.73
  36. Kim, T. E., "An Exploratory Study on Information Sharing, Incentives and Collaboration in Project-based Supply Chain", Journal of the Korean Production and Operations Management Society, Vol. 23, No. 1, 2012, pp. 71-87. https://doi.org/10.21131/KOPOMS.23.1.201203.71
  37. Lee, D. G. and Na, T. G., "The Effect of Source Credibility about Online Restaurant Information on Information Usefulness, Acceptance of e-WOM and Behavior Intention", International Journal of Tourism and Hospitality Research, Vol. 30, No. 1, 2016, pp. 261-274. https://doi.org/10.21298/IJTHR.2016.01.30.1.261
  38. Lee, E. Y., "A Study of the Investigation of Factors Affecting Consumer Intention to Use Branded App.", The e-Business Studies, Vol. 16, No. 6, 2015, pp. 21-41. https://doi.org/10.15719/geba.16.6.201512.21
  39. Lee, H. S., Im, D. W., and Zo, H. J., "Personal Information Overload and User Resistance in the Big Data Age", Journal of Intelligence and Information Systems, Vol. 19, No. 1, 2013, pp. 125-139. https://doi.org/10.13088/JIIS.2013.19.1.125
  40. Lee, M. H., "Determinants of Intention to Use Internet Banking: Social Influence, Perceived Risk and Individual Differences", Korean Journal of Business Administration, Vol. 16, No. 3, 2003, pp. 757-776.
  41. Lee, M. Y., Kang, G. H., and Jeon, I. K., "A Study on The Effect of Smart Phone Fitness Application(App)'s Service Quality on Satisfaction after use, Trust, Immersion and Willingness to Continue to Use", The Korean Journal of Physical Education, Vol. 52, No. 2, 2013, pp. 379-396.
  42. Lee, S. M., Ko, J. H., Park, S. Y., and Lee, M. H., "Wayfinding App Users' Characteristics from a Microscopic Perspective: Changes in User Characteristics by Time of Day", Journal of Transport Research, Vol. 27, No. 4, 2020, pp. 47-65. https://doi.org/10.34143/JTR.2020.27.4.47
  43. Lee, S. W. and Jeon, H. M., "Influence of Big Data Based Majib Apps' Service Quality on Use Satisfaction and Reuse Intention of Majib Apps: Moderating Effect of Review Informativity", Culinary Science & Hospitality Research, Vol. 22, No. 5, 2016, pp. 64-81. https://doi.org/10.20878/cshr.2016.22.5.006006006
  44. Lin, K. Y. and Lu, H. P., "Predicting mobile social network acceptance based on mobile value and social influence", Internet Research, Vol. 25, No. 1, 2015, pp. 107-130. https://doi.org/10.1108/IntR-01-2014-0018
  45. Malhotra, N. K., Kim, S. S., and Agarwal, J., "Internet users information privacy concerns: The construct, the scale, and causal model", Information System Research, Vol. 15, No. 4, 2004, pp. 336-355. https://doi.org/10.1287/isre.1040.0032
  46. Mayer, R. C., Davis, J. H., and Schoorman, F. D., "An integrative model of organizational trust", Academy of Management Review, Vol. 20, No. 3, 1995, pp. 709-734. https://doi.org/10.5465/AMR.1995.9508080335
  47. McKnigh, D. H., Cummings, L., and Kacmar, C., "Developing and validating trust measures for e-commerce: An integrative typology", Information Systems Research, Vol. 13, No. 3, 2002, pp. 334-359. https://doi.org/10.1287/isre.13.3.334.81
  48. Paine, C., Reips, U. D., Stieger, S., Joinson, A., and Buchanan, T., "Internet users' perception of privacy concerns and privacy actions", Human-Computer Studies, Vol. 65, 2007, pp. 526-536. https://doi.org/10.1016/j.ijhcs.2006.12.001
  49. Park, C. W., Kim, J. W., and Kwon,H. J., "An Empirical Research on Information Privacy Risks and Policy Model in the Big data Era", The Journal of Society for e-Business Studies, Vol. 21, No. 1, 2016, pp. 131-145. https://doi.org/10.7838/JSEBS.2016.21.1.131
  50. Park, J. K., Chung, T. L., and Hur, W. M., "The Role of Consumer Innovativeness and Trust for Adopting Internet Phone Services", International Journal of E-Services and Mobile Applications, Vol. 3, No. 1, 2011, pp. 1-16. https://doi.org/10.4018/jesma.2011010101
  51. Park, S. H., Lee, K. H., and Lee, A. Y., "An Empirical Study on the Effects of Source Data Quality on the Usefulness and Utilization of Big Data Analytics Results", Journal of Information Technology Applications & Management, Vol. 24, No. 4, 2017, pp. 197-214.
  52. Pavlou, P., Liang, H., and Xue, Y., "Understanding and mitigating uncertainty in online exchange relationships: A principle-agent perspective", MIS Quarterly, Vol. 31, No. 1, 2007, pp. 105-136. https://doi.org/10.2307/25148783
  53. Pei, Z., Zhenxiang, Z., and Chunping, H.. "An extended TAM model for Chinese B2C websites design", Journal of Global Information Technology Management, Vol. 10, 2007, pp. 51-66. https://doi.org/10.1080/1097198X.2007.10856438
  54. Rogers, E. M., Diffusion of Innovation, 5th eds. NY: The Free Press, 2003.
  55. Rogers, R. W., In Social Psychophysiology: A Sourcebook. Cacioppo, J. T. & Petty, R. E. (Eds.). Cognitive and Physiological Processes in Fear Appeals and Attitude Change: A Revised Theory of Protected Motivation, New York: The Guilford Press, 1983.
  56. Seo, N. and Kim, J. H., "The Effect of App Icon Design on Judgments of the App and the Government in the Safety-related Area", The Korean Journal of Consumer and Advertising Psychology, Vol. 19, No. 4, 2018, pp. 721-738. https://doi.org/10.21074/kjlcap.2018.19.4.721
  57. Shin, H. S., "The Effect of User Characteristics of Mobile Media on Recognition and Acceptance of Mobile AD", Ph. D. Thesis, Sogang University, 2011.
  58. Shon, J. K. and Park, Y. A., "A Study on Effects of Service Quality and Usage Review of Smartphone 'Majib' Application on User Satisfaction and Reuse Intention", Journal of Marketing Studies, Vol. 21, No. 3, 2013, pp. 1-26.
  59. Son, J. Y. and Kang, I. W., "A Study on the Consumption Behavior Direction according to User's Personal Information Level: Focused on location-based services", The e-Business Studies, Vol. 19, No. 1, 2018, pp. 247-261. https://doi.org/10.20462/TeBS.2018.2.19.1.247
  60. Stone, E. F. and Stone, D. L., "Privacy in organizations: Theoretical issues, research findings, and protection mechanisms", Research in Personnel and Human Resources Management, Vol. 8, No. 3, 1990, pp. 349-411.
  61. Venkatesh, V. and Brown, S. A., "A longitudinal investigation of personal computers in homes: Adoption determinants and emerging challenges", MIS Quarterly, Vol. 25, No. 1, 2001, pp. 71-102. https://doi.org/10.2307/3250959
  62. Wang, R. Y. and Strong, D. M., "Beyond accuracy: what data quality means to data consumers", Journal of Management Information Systems, Vol. 12, No. 4, 1996, pp. 5-34. https://doi.org/10.1080/07421222.1996.11518099
  63. Wolfinbarger, M. F. and Gilly, M. C., "ETAILQ: Dimensionalizing, measuring and perdicting e-tailing quality", Journal of Retailing, Vol. 79, No. 3, 2003, pp. 183-198. https://doi.org/10.1016/S0022-4359(03)00034-4
  64. Yoon, S. Y., "A Study on the Improvement of Personal Information Protection Legislation in Big Data Society", Law & Technology, Vol. 13, No. 3, 2017, pp. 68-85.
  65. Yoon, Y. K., "O2O Service Based Mobile Real Estate Brokerage Service App Design Development Plan", Journal of Cultural Product & Design, Vol. 62, 2020, pp. 145-156.
  66. Yu, Z. Y. and Han, S. J., "The Acceptance of Total Fashion/Beauty Coordination System with the Application of the UTAUT2 Model", The e-Business Studies, Vol. 22, No. 4, 2021, pp. 21-39. https://doi.org/10.20462/TeBS.2021.8.22.4.21
  67. Yun, S. U., "Study on the Determinant Factors of Intention to provide Personal Information in the Big Data Era", Journal of Communication Science, Vol. 18, No. 1, 2018, pp. 52-78. https://doi.org/10.14696/jcs.2018.03.18.1.52