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http://dx.doi.org/10.21219/jitam.2022.29.3.057

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

Jung, Seungmin (Industrial Business Administration, Inha University)
Publication Information
Journal of Information Technology Applications and Management / v.29, no.3, 2022 , pp. 57-74 More about this Journal
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
Big Data; Privacy Risk; Trust in Service Providers; Individual Innovativeness; Service Incentive; Social Influence; Service Design; Intention to Provide Personal Information;
Citations & Related Records
Times Cited By KSCI : 7  (Citation Analysis)
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