이용자의 개인정보 제공수준에 따른 소비행동 방향에 관한 연구: 위치기반서비스를 중심으로

Location-based services have been limited to maps and navigation in the past, but recently commercial applications providing instant messengers, coupons, and advertisements have expanded to become familiar services to the public. This study examined the level of users' consent to provide personal information by distinguishing promotional factors provided by location - based services as extrinsic factors and intrinsic factors. In addition, the direction of consumer behavior according to the level of consent to provide personal information was classified as privacy protection behavior and continuous use. As a result of the verification, intrinsic factor which has the highest effect on informed consent and formal consent appeared as incentive, and extrinsic factor appeared as reputation of web-site. On the other hand, the informed consent proved that the influence of privacy conscious behavior on the intention of continuous use is higher than the formal consent. The purpose of this study is to clarify the limitations of existing researches on the possibility of using location - based services by distinguishing the consent level of personal information provision and promotional factors of service, and to derive customized strategic implications for users.