빅데이터 환경에서의 개인정보 활용에 대한 소비자인식

Korea Communications Commission established Big data Guideline which allows operators to use consumer information. Korean society calls for amending the guideline as there is a possibility that invasion of privacy occurs during the process of operators’ using such information. Therefore, it is necessary to study which information consumers perceive as their own personal information and how they think about the usage of information by operators in big data environment. This study reveals the consumers’ perception on personal information and its usage in big data environment. In this study, an online panel survey was conducted with 574 consumers in their teens to 50s. The main conclusions of the study are as follows. First, consumers highly perceive as their personal information all the information produced in big data environment, including personal information which they make public and online behavior information. This result leads to the conclusion that we need to expand the scope of personal information in related studies. Second, most consumers do not give consent to the operators’ usage of personal information. While consumers do not accept the usage when operators do not inform on it well, they consent a little more when operators inform on it and get consumers’ consent directly. This result reveals that usage of personal information in big data environment should be careful. Lastly, consumers give their consent to operators’ using personal information when they perceive that their opinion is reflected throughout the process of information usage. That is why we need to hear the voice of consumers when amending Big data Guideline in Korea.