스마트폰 위치기반 서비스의 이용경험에 따른 개인정보 제공에 관한 탐색적 연구

The purpose of this Research is to investigate that users recognition related with personal information including location-based service and ways to vitalize mobile advertising industry. Internet survey of smart phone users was taken for this. The results given by the survey were as follows. While the users considered financial information, personal ID and contact information as important, informations generated from Internet usage were evaluated as less important than off line based informations. The experiences on information spill such as personal ID and contact information showed very high response ratio. The ratio of users who surmised that their informations were spilled was also relatively high. In case of location based service, users provide their information and showed high satisfaction level. The main reason people didn't provide their personal informations was the credibility of services, apprehension on information spill and bothersome advertisements. Users considered the personal information protection as important rather than economical benefits such as coupons. Therefore, amelioration of credibility on personal information protection and linkage with location based service have to be preceded to vitalize mobile advertising service.