Journal of the Korea Society of Computer and Information (한국컴퓨터정보학회논문지)

Korean Society of Computer Information (한국컴퓨터정보학회)
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A Study on the Relationships between Incentive Nudge Characteristics and Mydata Provision Intention

  • Su-jeong Kim (Department of Business Administration, Graduate School, Kangnam University) ;
  • Jong-soo Yoon (Division of Global Business Administration, Kangnam University)
  • Received : 2024.09.25
  • Accepted : 2024.11.06
  • Published : 2024.11.29
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Abstract

This study is to identify the characteristics that incentive nudge, as a means for acquiring personal information(mydata), should possess, which is becoming increasingly important in recent business environment, and also to investigate how these characteristics of incentive nudge influence users' intentions to provide mydata from an exploratory perspective. To achieve the research purposes, this study defined the representative characteristics of incentive nudge(presentation, information, default, incentive, interactivity, and affordance) through a review of previous researches. Based on this, a survey was conducted among users who had experience providing mydata on various online sites in Korea. Using the final 117 survey responses, various statistical analyses were conducted, and the results showed that presentation and information among the characteristics of incentive nudge had a statistically significant impact on the intention to provide mydata. From this, it can be concluded that from the perspective of online site users, the design and content expression of incentive nudge positively influences the intention to provide mydata, whereas excessive informativeness of the incentive nudge negatively affects the intention to provide mydata.

본 연구는 최근 기업경영에 있어서 더욱 중요해지고 있는 개인정보(마이데이터)의 취득을 위한 하나의 도구로서 인센티브 넛지가 어떤 특성을 지니고 있어야 하는가, 그리고 이러한 인센티브 넛지의 특성이 온라인 사이트 사용자들의 마이데이터 제공의도에 어떠한 영향을 미치는가를 탐색적 관점에서 파악하는데 목적을 두고 있다. 연구목적을 달성하기 위하여 본 연구에서는 기존문헌에 대한 검토를 통해 인센티브 넛지의 대표적 특성(표현성, 정보성, 디폴트, 인센티브, 상호작용성, 유도성)을 정의하였으며, 이를 토대로 국내 각종 온라인 사이트에서 마이데이터를 제공한 경험이 있는 사용자들을 대상으로 설문조사를 실시하였다. 최종 117부의 설문지를 이용하여 다양한 통계분석을 실시한 결과, 인센티브 넛지의 특성 중에서 표현성과 정보성이 통계적으로 유의한 수준에서 마이데이터 제공의도에 영향을 미치는 것으로 파악되었다. 이를 통해 온라인 사이트 사용자들의 관점에서 인센티브 넛지의 디자인과 표현내용이 마이데이터 제공의도에 긍정적 영향을 미치나, 이와는 달리 인센티브 넛지의 과도한 정보성은 마이데이터 제공의도에 부정적 영향을 미친다는 점을 알 수 있었다.

Keywords

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