인센티브 넛지의 특성과 마이데이터 제공의도간의 관련성 연구 = A Study on the Relationships between Incentive Nudge Characteristics and Mydata Provision Intention

다국어 초록 (Multilingual 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.

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