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

An analysis on the differences in valuation of personal information among the types of consumers according to their behaviors regarding personal information issues: Provision and protection of personal information

김정은|여정성
한국소비자정책교육학회 (Korean Society of Consumer Policy and Education)|2010.03|소비자정책교육연구 (Consumer Policy and Education Review)|제6권 제1호|pp. 1-26

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참고문헌

키워드

조건부가치측정법contingent valuation methodprotection of personal information개인정보 가치평가개인정보 제공습관개인정보보호행동valuation of personal informationhabit of providing personal information

초록

연구에서는 소비자의 관점에서 개인정보 가치에 대한 측정을 시도하였으며, 이와 함께 개인정보 관련 소비자행동 수준에 따라 소비자를 유형화하여 각 유형별 특성을 알아보았다. 분석 결과 다음과 같은 결론을 얻을 수 있었다. 첫째, 개인정보가치평가금액은 평균(약 149만원), 중앙값(50만원), 최빈값(100만원)인 것으로 나타나, 개인정보유출 관련 판결에서의 현 보상수준을 상향조정할 필요가 있음을 알 수 있다. 둘째, 개인정보 제공습관-보호행동 수준의 ‘상(上)’, ‘하(下)’에 따라 응답자를 4가지 유형으로 분류하고, 각 유형들의 특성에 따라 모순형(제공下-보호), 제공주력형(제공上-보호下), 보호주력형(제공下-보호上), 방임형(제공下-보호下)이라 명명하였는데, 응답자들 대부분은 모순형에 속해 있었다. 셋째, 유형화된 소비자집단별 개인정보 가치평가의 차이를 분석한 결과, 다른 세 유형에 비해 보호주력형의 경우 가치평가 금액이 더 높게 나타났고(약 223만원), 방임형은 가장 낮은 것으로 나타났다(약 124만원). 각 소비자유형에 따른 세분화된 정책설계와 실행이 요구된다.

Abstract

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.

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