개인정보보호 인증제도 선호도 분석에 관한 연구: 중소기업 및 소상공인을 중심으로

Over the past few years, security breaches have been consistently reported around the world. Especially, people’s personalinformation are at risk of being breached as the firms gather and utilize the information for their marketing purposes. As aneffort to revamp their data infrastructures, companies have rebuilt their system that almost every data, including the personalinformation, are stored within the digital database. However, this migration provides easier access to the database but it has alsoincreased the system vulnerability. As the data can be easily exposed to the unauthorized personnel both intentionally andunintentionally, it is necessary for companies to establish a set of security protocol and operate the personal informationprotection system. There are two major certified security system in South Korea; PIMS from KISA and PIPL from NIA. Thispaper analyzes the preferences of SMEs and small business using conjoint attributes of PIMS and PIPL. The study shows thatthe business owners take post certification rewards as the most important factor. It also shows that the attributes that have thehighest utility rates are the following; 1) KISA certification, 2) 79 points of protection counter measurements, 3) 28 items of lifecycle, 3) 50 percent discount on certification fee, and 4) Reduced amount of fine for personal information leakage incident.