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The Effects of Perceived Risk and Perceived Benefits on Personal Data Services Usage Intention : The Moderating Role of Consumer Innovativeness

첫 페이지 보기
  • 발행기관
    한국콘텐츠산업학회 바로가기
  • 간행물
    콘텐츠와산업 KCI 등재 바로가기
  • 통권
    제8권 제1호 (2026.02)바로가기
  • 페이지
    pp.173-179
  • 저자
    Jung, Hayeon, Kang, Hyerin, Eom, Hyobin, Kim, Woohyuk
  • 언어
    영어(ENG)
  • URL
    https://www.earticle.net/Article/A481416

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원문정보

초록

영어
Despite the rapid diffusion of MyData services, users’ PDS Usage Intention remains limited. This study examines how perceived benefits and perceived risks influence continuance intention toward Personal Data Services (PDS), a core application of MyData, and investigates the moderating role of consumer innovativeness. A structural research model was developed to analyze the relationships among these variables. The results indicate that perceived benefits positively affect PDS Usage Intention, whereas perceived risks do not have a statistically significant effect. Moreover, consumer innovativeness significantly moderates the relationship between perceived benefits and PDS Usage Intention, whereas its moderating effect on the relationship involving perceived risks was not observed. This study contributes to the literature on post-adoption behavior in data-driven service contexts and offers practical implications for enhancing user retention through differentiated engagement and risk management strategies.

목차

Abstract
I. Introduction
II. Literature Review
1. Perceived Risk
2. Perceived Benefits
3. Consumer Innovativeness
4. PDS Usage Intention
5. Hypotheses
III. Methodology
1. Sample Characteristics
2. Validity and Reliability Analysis
3. Hypothesis Testing
IV. Discussion
Reference

키워드

personal data services (PDS) MyData perceived benefits perceived risks consumer innovativeness PDS usage intention post-adoption behavior

저자

  • Jung, Hayeon [ Student, Department of Consumer Science, Inchon National University ] 1st author
  • Kang, Hyerin [ Student, Department of Consumer Science, Inchon National University ] co-author
  • Eom, Hyobin [ Student, Department of Consumer Science, Inchon National University ] co-author
  • Kim, Woohyuk [ Associate Professor, Department of Consumer Science, Inchon National University ] Corresponding Author

참고문헌

자료제공 : 네이버학술정보

간행물 정보

발행기관

  • 발행기관명
    한국콘텐츠산업학회 [Korean Contents and Industry Association]
  • 설립연도
    2019
  • 분야
    복합학>학제간연구

간행물

  • 간행물명
    콘텐츠와산업 [Journal of Contents and Industry]
  • 간기
    격월간
  • pISSN
    2765-317X
  • 수록기간
    2019~2026
  • 등재여부
    KCI 등재
  • 십진분류
    KDC 600 DDC 700

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