소비자유형별 개인정보의 주관적 가치평가 차이에 대한 분석: 개인정보 제공 및 보호행동을 중심으로

In this study, the valuation of personal information was conducted from a consumers' perspective. It was examined with other consumer behaviors, such as providing and protecting personal information. To measure the value of personal information, contingent valuation method, which is well-known as an instrument for measuring non-market goods, was used. The findings are as follows: First, the median and mode of the value of personal information were about ＄500 and ＄1,000, respectively (mean=＄1,500). This shows that the current compensation level in the market needs to be raised to the amount at least higher than now. Second, the analysis applying the nested probit model presented that consumers' habit of providing personal information was a significant variable in the first stage, but protecting behavior and personal income level were significant in the second stage where respondents were given a second chance to reconsider valuing their own personal information. Females had a higher tendency to agree to the suggested value in each stage. Third, 4 types of consumers were derived from the level of consumers behaviors regarding personal information issues. These were (a) Contradictory (Giving-out; High, Protection High), (b) Providing-centered (GH, PL), (c) Protection-centered (GL, PH), and (d) Laissez-faire (GL, PL). The means of valuation of personal information were approximately US＄ 1,500, 1,300, 2,500 and 1,250 respectively and most of respondents were of the first type, Contradictory. Especially, the socioeconomic subgroups such as female, ages from late teenage to 20s, under high school education, and the lower personal income group etc. were shown that they had a serious problem of providing their own personal information unconsciously and habitually. Based on the results, this is obvious: The characteristics and peculiarities of each consumer subgroup have to be discovered in advance and then, policies accommodate each subgroup's traits can really work.