• The Journal of the Korea Contents Association
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• v.22 no.10
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• pp.271-278
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• 2022

MyData service integrates and manages user's personal data such as finance, credit, etc, and is expected to provide useful information to the user as personal data in various fields are gradually integrated. Discovering factors that affect the intention to use of MyData service is a very important topic for understanding that service. To this end, in this study, the attributes of the MyData service were derived, and the derived service attributes were grouped together by using factor analysis. As a result, we found four factors such as "convenience", "usefulness", "security", and "control". After that, we established our research model to analyze the causal relationship between these four factors and the intention to use of MyData service. According to the analysis results, among the factors of the MyData service attribute, "convenience", "usefulness", and "control" had a significant effect, and "security" did not have a significant effect. In particular, it was confirmed that "control" had the greatest influence on the intention to use. This study suggests that MyData service provider need to make users recognize they are controlling their data and develop services that provide various benefits to users.

• The Journal of Information Systems
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• v.32 no.3
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• pp.85-116
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• 2023

Purpose The importance of data as a key resource of the intelligence revolution is being highlighted, among all those phenomena MyData is attracting attention as a key concept by organizations and individuals that eventually leads the data economy. In this regard, this study was started to contribute to the successful settlement and continuous growth of the domestic MyData industry, which has just entered the system. Design/methodology/approach To develop and test all proposed casual relationships within the research model, we used the Value-Attitude-Behavior(VAB) model as a basic framework. A total of 385 copies were used for the final analysis, and for SPSS 25.0, MS-Excel 2016, and AMOS 24.0 to summarize respondent demographic characteristics, measurement model, and structural model. Findings Findings show that all proposed hypotheses were supported with the exception of the moderating effect of organizational information transparency between data controllability and perceived value, and between data controllability and attitude toward MyData service.

• International journal of advanced smart convergence
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• v.10 no.3
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• pp.41-50
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• 2021

The purpose of this study is to analyze various energy platforms using data in the US and to suggest directions and implications. Some of the leading energy platforms are selected and analyzed based on the opening platform model. We focus on the case analysis of the US utility companies. In case of the horizontal open platform, Green Button sponsor's 'Connect My Data (CMD)' driven by the government invites the utility companies to jointly develop the sponsor's data solution. In case of the vertical open platform, the certification program 'Share My Data (SMD)' allows backward compatibility, because the technical improvement is minimal. The utility companies benchmark Amazon's three-sided market mediation and prefer platform and category exclusivity. For the former, they have data analytics companies like Enervee, Opower and for the latter, they have electronics manufactures and energy service providers (ESPs) like Distributed Energy Resources (DERs). Based on this US case study, we suggest the energy platforms to open their platform for renewable energy supply, energy conservation, high-efficiency products, and residential DER dissemination. To successfully implement the government's energy transition policy, the US platforms should be benchmarked as a business model. Especially, it is needed for them to coordinate a platform ecosystem. To ensure trust in the products and services offered on the marketplace platform, platform's certification program is helpful.

• Journal of Digital Convergence
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• v.20 no.3
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• pp.181-189
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• 2022

The purpose of this study is to investigate the innovation of business model and the effectiveness of the data-driven model. the main concepts and policies related to the data economy are reviewed, and implications are drawn through the analysis of data-based convergence service creation cases. This study identified the existing data-driven business model of the creation of MyData service industry in the financial industry and concept of the data economy. According to the empirical analysis result, this study confirmed that t considering the mobile environment and consumer acceptance of data portability, the ripple effect of the implementation of My Data on the financial industry is expected to be significant.

• The Journal of Bigdata
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• v.7 no.2
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• pp.173-193
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• 2022

With the revision of the Data 3 Act, the financial MyData industry was created newly. MyData services collect the financial customers' data scattered in various financial companies and provide personalized services such as personal financial product recommendation, personal expenditure advice, etc. Although MyData service started in 2022, but the use of the service has not been significantly activated. This study attempted to analyze the factors affecting the use of MyData services from the perspective of financial consumers through VAM, UTAUT2 model. The factors related to the perceived value and intention to use MyData services of financial consumers were verified using benefit and sacrifice variables. Personal Innovativeness was used as a moderating variable. As a result of this study, it was found that personal product recommendation service has an important influence on the use of MyData services, and personal innovativeness has an effect as a modulating variable. It can be said that it is meaningful as a preceding study in terms of timing because it studied the perceived value of consumers less than a year after the MyData service began. From the practical perspectives, it was possible to show the change direction and marketing points of the MyData service. In practice, it was possible to confirm the direction of the service and the marketing point.

• Journal of the Korea Society of Computer and Information
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• v.29 no.9
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• pp.269-277
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• 2024

This study aims to explore the key factors for the systematic development and activation of a MyData-based platform for SW·AI education and training programs recently initiated by the government. To achieve this, a research model based on the Value-based Adoption Model (VAM) was established, and a survey was conducted with 178 participants who had experience in SW·AI education and training programs. The research model was validated using confirmatory factor analysis and Partial Least Squares Structural Equation Modeling (PLS-SEM). The main findings of the study are as follows: First, transparency and self-determination significantly influenced perceived benefits, while technical effort and security significantly influenced perceived risks. Second, perceived benefits positively affected the intention to use the platform, whereas perceived risks did not show a significant impact. Based on these results, this study suggests implications for the systematic development and activation of a MyData-based platform in the field of SW·AI education and training.

• Knowledge Management Research
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• v.23 no.4
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• pp.133-157
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• 2022

As data becomes a new core resource with high attention, MyData service is spreading to various fields such as finance, medical care, and the public sector. However, research on the behavior of MyData service users is insufficient. Therefore, this study aims to empirically examine the effect of MyData service traits on value perception and acceptable behavior particularly in the financial sector where MyData service is most active. To this end, this study proposed a research model based on the literature. 295 survey responses were collected from individuals and analyzed using AMOS 26.0 for hypothesis testing. As a result of the analysis, it was found that self-information control, financial convenience, and personalized service had a significant effect on perceived value, and that perceived value had a significant effect on the intention to accept MyData service. Furthermore, this study examined the role of personal innovation and technological security in the relationship between variables by suggesting them as moderators. Results show that individual innovation was found to strengthen the relationship between two variables(self-information control and personalized service) and perceived value. Also, technological security was shown to strengthen the relationship between perceived value and intention to accept financial MyData services. The findings are expected to provide useful information to understand the factors affecting the acceptance of financial MyData service users and to understand the importance of individual innovation levels and technological security.

• Informatization Policy
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• v.29 no.2
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• pp.37-65
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• 2022

This article analyzes the relationship between the privacy attitudes of MyData users and the four dimensions of privacy cynicism (distrust, uncertainty, powerlessness, and resignation) as to privacy protection intentions through a structural equation model. It was examined that MyData user's internet skills had a statistically significant negative effect on 'resignation' among the privacy cynicism dimensions. Secondly, privacy risks have a positive effect on 'distrust' in MyData operators, 'uncertainty' in privacy control, and 'powerlessness' in terms of privacy cynicism. Thirdly, it was analyzed that privacy concerns have a positive effect on the privacy cynicism dimensions of 'distrust' and 'uncertainty', with 'resignation' showing a negative effect. Fourthly, it was found that only 'resignation' as a dimension of privacy cynicism showed a negative effect on privacy protection intention. Overall, MyData user's internet skills was analyzed as a variable that could alleviate privacy cynicism. Privacy risks are a variable that reinforces privacy cynicism, and privacy concerns reinforce privacy cynicism. In terms of privacy cynicism, 'resignation' offsets privacy concerns and lowers privacy protection intentions.

• KIPS Transactions on Software and Data Engineering
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• v.12 no.1
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• pp.31-40
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• 2023

Various policies and services are being implemented in Korea and other countries, such as the expansion of convenience facilities for mobility support, the provision of special means of transportation, and the establishment of public transportation route plans and fare policies based on data and AI-based movement pattern analysis to ensure the mobility rights of the weak in transportation. However, A research is still needed to improve service convenience in order to more conveniently use the desired means of transportation in a necessary situation from the viewpoint of the transportation vulnerable. This study examines the policies and services for the promotion of mobility for the transportation disadvantaged, and presents a MyData-based service model for mobility support for the transportation disadvantaged. In the proposed service model, the transportation-disabled person can freely choose and use the means of transportation according to individual circumstances, and receive the same transportation welfare voucher benefits provided by the state or government. The proposed service model defines the MyData platform that supports the safe collection and use of personal data, the authentication of traffic welfare recipients based on MyData, and the payment function for fee settlement after using the service as key components. In this research, the service satisfaction from the user's point of view was investigated by implementing the proposed service model and providing a demonstration service for the transportation vulnerable in Daejeon.

• Journal of Internet Computing and Services
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• v.22 no.2
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• pp.123-131
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• 2021

The Fourth Industrial Revolution was triggered by data-driven digital technologies such as AI and big data. There is a rapid movement to expand the scope of data utilization to the privacy area, which was considered only a protected area. Through the revision of the Data 3 Act, laws and systems were established that allow personal information to be freely transferred and utilized under their consent. But, it will be necessary to support the platform that encompasses the entire process from collecting personal information to managing and utilizing it. In this paper, we propose a platform model that can be applied to building mydata ecosystem using personal information. It describes the six essential functional requirements for building MyData platforms and the procedures and methods for implementing them. The six proposed essential features describe consent, sharing/downloading/ receipt of data, data collection and utilization, user authentication, API gateway, and platform services. We also illustrate the case of applying the MyData platform model to real-world, underprivileged mobility support services.