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

  • 제29권11호
  • /
  • Pages.187-196
  • /
  • 2024
  • /
  • 1598-849X(pISSN)
  • /
  • 2383-9945(eISSN)
한국컴퓨터정보학회 (Korean Society of Computer Information)
권호 표지
DOI QR코드

DOI QR Code

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)
  • 투고 : 2024.09.25
  • 심사 : 2024.11.06
  • 발행 : 2024.11.29
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

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.

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.

키워드

참고문헌

  1. IyJeong, MhLee, JyKim, GeKim, and SgKim, "European Personal Information Protection Act (GDPR) and Improvement of Domestic Data System," STEPI Insight, Vol. 227, 2018.
  2. JhLee, "A study on strategic use of MyData: Focused in Financial Services," Journal of Digital Convergence, Vol. 20, No. 3, pp. 181-189, 2022.
  3. 4th Industrial Revolution Committee, 21st meeting of 4th Industrial Revolution Committee, 2021.
  4. ShCho, JsJin, and Js Park, "A Study on the Intention to Use Personal Financial Product Recommendation MyData Service, " The Korea Journal of BigData (The Korea Journal of BigData), Vol .7, No. 2, pp. 173-193, 2022.
  5. A. Poikola, K. Kuikkaniemi, O. Kuittinen, H. Honko, A. Knuutila, V. Lahteenoja, "MyData-an introduction to human-centric use of personal data," Ministry of Transport and Communication, 2020.
  6. R. H. Thaler and C. R. Sunstein, Nudge: Improving decisions about health, wealth, and happiness, Penguin Books, London, 2008.
  7. D. G. Goldstein, E. J. Johnson, A. Herrmann and M. Heitmann, "Nudge Your Customers Toward Better Choices, " Decision making and problem solving, 2008.
  8. P. G. Hansen and A. Jespersen, "Nudge and the Manipulation of Choice. A Framework for the Responsible Use of Nudge Approach to Behaviour Change in Public Policy," European Journal of Risk Regulation, p. 3-28, 2013.
  9. S. Vallgarda, "Nudge: a new and better way to improve health, " Health Policy, Vol. 104, No. 2, 2012. DOI: 10.1016/j.healthpol.2011.10.013
  10. C. Demarque, L. Charalambides, D. J. Hilton, and L. Waroquier, "Nudging sustainable consumption: The use of descriptive norms to promote a minority behavior in a realistic online shopping environment," Journal of Environmental Psychology, Vol. 43, pp. 166-174, 2015. https://doi.org/10.1016/j.jenvp.2015.06.008.
  11. KhMoon, "A Study on the Possibility of Using Nudge in Moral Education" Korean Journal of Teacher Education, Vol. 34, No. 4, pp. 193-215, 2018. DOI : 10.14333/KJTE.2018.34.4.193
  12. JmKang, "Why Is the Nudge Debate So Hot?: A Study on the Ethics of Persuasive Communications, " Journal of Social Science, Vol. 56, No. 2, pp. 349-388, 2017. DOI : 10.22418/JSS.2017.12.56.2.349
  13. HsLee, "A Study on the Use and Effect of Nudges from the Perspective of Urban Regeneration - Focusing on the nudge stairs -, " Illustration Forum, Vol.23, No.72, pp. 49-61, 2022. DOI : 10.37379/JKSIR.2022.72.05
  14. A. Acquisti, "Nudging Privacy: The Behavioral Economics of Personal Information," IEEE Security & Privacy, Vol. 7, No. 6, 2009.
  15. M. Weinmann, C. Schneider, and J. V. Brocke, "Digital nudging," Business & Information Systems Engineering, Vol. 58, No. 6, pp. 433-436, 2016. https://doi.org/10.1007/s12599-016-0453-1
  16. SrKim, "A Philosoghical Examination and Application Plan of a Nudge Theory," Graduate School of Chonbuk National University, 2015.
  17. R. Baldwin, "From Regulation to Behaviour Change: Giving Nudge the Third Degree," Vol. 77, No. 6, pp. 831-857, 2014. https://doi.org/10.1111/1468-2230.12094
  18. M. Lehner, O. Mont, and E. Heiskanen, "Nudging - A promising tool for sustainable consumption behaviour," Journal of Cleaner Production, Vol. 134, pp. 166-177, 2016. https://doi.org/10.1016/j.jclepro.2015.11.086
  19. D. Hummela and A. Maedche, "How Effective Is Nudging? A Quantitative Review on the Effect Sizes and Limits of Empirical Nudging Studies," Journal of Behavioral and Experimental, Vol. 80, No. 1, 2019. DOI:10.1016/j.socec.2019.03.005
  20. S. Mertens, M. Herberz, U. J. J. Hahnel, and T. Brosch, "The effectiveness of nudging: A meta-analysis of choice architecture interventions across behavioral domains," OpenScience Framework, 2021. https://osf.io/fywae/.
  21. M. Mollenkamp, M. Zeppernick, and J. Schreyogg, "The effectiveness of nudges in improving the self-management of patients with chronic diseases: A systematic literature review," Health Policy, Vol. 123, No. 12, 2019. DOI: 10.1016/j.healthpol.2019.09.008
  22. V. J. Broers, C. D. Breucker, S. V. Broucke, and O. Luminet, "A systematic review and meta-analysis of the effectiveness of nudging to increase fruit and vegetable choice," Review Eur J Public Health, Vol. 27, No. 5, pp.912-920, 2017. DOI: 10.1093/eurpub/ckx085
  23. M. Weinmann, C. Schneider, and J. V. Brocke, "Digital nudging," Business & Information Systems Engineering, Vol. 58, No. 6, pp. 433-436, 2016. https://doi.org/10.1007/s12599-016-0453-1
  24. T. Mirsch, C. Lehrer, and R. Jung, "Digital nudging: Altering user behavior in digital environments," Internationalen Tagung Wirtschaftsinformatik, pp. 634-648, 2017.
  25. L. Miesler, C. Scherrer, R. Seiler, and A. Bearth, "Informational nudges as an effective approach in raising awareness among young adults about the risk of future disability," Journal of Consumer Behaviour, Vol. 16, No. 1, pp. 15-22, 2017. https://doi.org/10.1002/cb.1592.
  26. T. Kissmer, T. Potthoff, and S. Stieglitz, "Enterprise digital nudging: Between adoption gain and unintended rejection," Americas conference on information systems, 2018. https://aisel.aisnet.org/amcis2018/AdoptionDiff/Presentations/12
  27. C. Henkel, J. Kranz, and M. Fiedler, "How to nudge proenvironmental behaviour: An experimental study," In Proceedings of the 27th European conference on information systems, pp. 1-16, 2019. https://aisel.aisnet.org/ecis2019_rp/134
  28. M. Yeomans, and J. Reich, "Planningprompts increaseandforecast course completion in massive open online courses," In Proceedings of the seventh international learning analytics & knowledge conference on LAK '17 pp. 464-473, 2017.
  29. L. Eigenbrod, and A. Janson, "How digital nudges influence consumers- experimental investigation in the context of retargeting," In Proceedings of the 26th European conference on information systems pp. 1-14, 2018. https://aisel.aisnet.org/ecis2018_rip/50
  30. A. Acquisti, and I. Adjerid, R. Balebako, L. Brandimarte, L. F. Cranor, S. Komanduri, P. G. Leon, N. Sadeh, F. Schaub, M. Sleeper, Y. Wang, and S. Wilson, S, "Nudges for Privacy Security: Understanding and Assisting Users' Choices Online," ACM Computing Surveys, Vol. 50, No. 3, pp. 1-41, 2017. https://doi.org/10.1145/3054926
  31. T. Kroll, and S. Stieglitz, "Digital nudging and privacy: Improving decisions about self-disclosure in social networks," Behaviour and Information Technology, pp. 1-19, 2019, https://doi.org/10.1080/0144929X.2019.1584644.
  32. A. Arno, and S. Thomas, "The efficacy of nudge theory strategies in influencing adult dietary behaviour: a systematic review and meta-analysis," BMC Public Health, Vol. 16, No. 1, pp. 1-11, 2016. https://doi.org/10.1186/s12889-016-3272-x
  33. S. S. Blom, M. Gillebaart, F. D. Boer, N. Laan, and D. T. Denise, "Under pressure: Nudging increases healthy food choice in a virtual reality supermarket," Appetite, Vol. 160, No. 1, 2021. https://doi.org/10.1016/j.appet.2021.105116
  34. M. Jesse, and D. Jannach, "Digital nudging with recommender systems: Survey and future directions," Computers in Human Behavior Reports, Vol. 3, 2021.
  35. M.C. Harbers, J. W. Beulens, and F. Rutters, "The effects of nudges on purchases, food choice, and energy intake or content of purchases in real-life food purchasing environments: a systematic review and evidence synthesis," Vol. 103, 2020.
  36. A. Ioannou, T. Iis, M. Graham, L. Shujun, and W. Mario , "Privacy nudges for disclosure of personal information: A systematic literature review and meta-analysis," PLOS ONE, Vol. 16, No. 8, 2021. https://doi.org/10.1371/journal.pone.0256822
  37. JsKim and DhJeong, "Valuation of Mobile Applications including Privacy Nudge Characteristics: Empirical Analysis of Defaults and Incentives Impact through Field Experiments," Korean Society of Management Information, pp. 442-447, 2020.
  38. HtOh and JhYang, "Personal Health Record/Electronic Medical Record Data Trading Model for Medical My Data Environments," Journal of Korea Institute of Information, Electronics, and Communication Technology (KIIECT), Vol.13, No.3, pp. 250-261, 2020.
  39. DgPark, "Analysis of Influencing Factors on My Data Provision Intention", Kyung Hee University, 2023.
  40. ShKIM, "Effects of MyData Service Attributes on Intention to Use," The Journal of the Korea Contents Association, Vol.22, No.10, pp. 271-278, 2022. DOI : 10.5392/JKCA.2022.22.10.271
  41. SyPark, "The Effect of Smart Contract based MyData Value Compensation Service on the Intention to Provide Personal Health Information? Focused on Healthcare Lifelog,"Soongsil University, 2023.
  42. EsJeong, "Impact of Privacy Calculus and CPM Factors on Intention to Disclose Personal Health Information," Graduate School of Kyung Hee University, 2019.
  43. HjPark, "A Study of How to Promote the Disclosure of Personal Information and Activity Factors to Pubulic-Focusing on SNS Activity-," The Graduate School of Communication & Information Dongguk University, 2021.
  44. TmLim, "Factors Affecting Intention to Disclose Personal Information and Continuous Usage Intention in Social Network Service(SNS)," Chungbuk National University Cheongju, 2019.
  45. SpLee, "A Study on the Effect of Information Providing Intention at Mobile Services-Focused on the Privacy Calculus Theory- ," The Graduate School of Information, Yonsei University, 2016.
  46. NyKang, JsKim, YwSon, JbLee, and MjKim, "Awareness of MyData and Intention to Provide Financial Information to Use Customized MyData Services," Consumer Policy and Education Review, Vol.18, No.1, pp. 23-46, 2022. https://doi.org/10.15790/cope.2022.18.1.023