생체정보 기반의 개인화 서비스 개발 모형 제안 및개인 생체정보 수집 및 활용 동의에 대한 연구

초록

Purpose: In the 21st century, the online shopping market is continuously growing because of developing theinformation and communication technology. The mobile commerce has given various benefits to their customerssuch as easy access to the online market anytime and anywhere. However, in return for that, companies in onlineshopping cannot get information, obtained through verbal or non-verbal interactions with consumers from theoffline market. Therefore, this study proposes a conceptual model for service customization that can collect andcombine biometric information and click-data from mobile shopping apps. If this conceptual model is realized,obtaining consent from consumers for collecting and using biometric information may appear as an importantbarrier. Therefore, this study aims to examine how to obtain consumer consent for biometric informationeffectively. Research design, data, and methodology: The purpose of the experiment is to examine how consumers evaluatethe bio-information-based service development model and how much they agree with consent for the use ofbio-information. To this end, a between-subject experimental design is used with two independent variables;purpose of bio-information utilization (health care, marketing, personalized service development) and regulatoryfocus (promotion focus, prevention focus). A total of 300 people participated in the online experiment, and afterexcluding outliers and unfaithful respondents, data from 279 participants were analyzed. Results: The result of the analysis shows that when the consent to use personal information and the consent tocollect and use biometric information were requested, the experimental participants responded negatively for marketing purposes, compared to other purposes. The interaction effect between the regulatory focus and thepurpose of using personal information and biometric information was significant. Under the health managementor personalized service development condition, there was no difference between the promotion-focused and theprevention-focused participants in the intention for consent. Under the marketing purpose, however, theprevention-focused participants showed more negative responses than the promotion-focused. Conclusions: This study presented a conceptual model that can measure and manage consumers' consumptionexperiences and reactions in real-time by combining the ECG function of wearable devices and the user's mobileshopping app click data. This study provides the following academic and practical implications. First, the subjectof consent to use personal information, which is relatively less interesting to researchers in the marketing field,was verified and presented through experimental research. Second, through e-commerce, most companiesemphasized only factors such as cost reduction and efficiency increase, but this study recognized that they wereactually losing the information that could be obtained offline.

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