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사회적 배제가 이용자의 개인정보 제공 의도에 미치는 영향: 예방 초점과 자존감을 중심으로

The Effect of Social Exclusion on Intention to Provide Users’Personal Information: Focused on Prevention Focus and Self-esteem

정혜욱|전수지
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2022.06|상품학연구 (Journal of Product Research)|제40권 제3호|pp. 91-99|DOI 10.36345/kacst.2022.40.3.012

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참고문헌

키워드

개인정보self-esteem자존감social exclusionpersonal informationprevention focus사회적 배제예방 초점
주제분류경영학

초록

기업은 의사 결정의 효율성을 높이고, 고객의 니즈와 수요 공급을 파악하기 위해 데이터를 필요로 한다. 특히, 마케팅 전략을 계획하고 수립할 때에는 고객과 관련된 많은 정보들이 필요하다. 이렇듯 기업에서는 많은 데이터들을 필요로 하지만, 자신의 정보를 기업에게 제공하는 것에 대한 개인의 인식은 과거와 다르게 부정적으로 바뀌고 있다. 따라서 본 연구에서는 이용자의 심리에 부정적으로 작용할 수 있는 사회적 배제가 개인정보 제공 의도에 미치는 영향과 더불어 이에 영향을 미치는 예방 초점의 매개효과와 자존감의 조절효과를 알아보기 위한 연구를 진행하였다. 그 결과 사회적 배제는 개인정보 제공 의도를 감소시키는 것으로 나타났으며, 이 과정에서 영향을 미치는 예방 초점의 매개효과와 자존감의 조절효과도 유의한 것으로 검증되었다. 본 연구의 결과는 서비스를 이용하고자 할 때, 사회적 배제라는 심리적 요인이 개인정보 제공 행동에 영향을 미치는 주요한 요인으로 작용할 수 있다는 사실을 발견하고, 예방 초점과 자존감도 사회적 배제에 영향을 미칠 수 있다는 사실을 증명함으로써 개인의 심리적 요인들을 주요 영향 변수로 고려해야 한다는 시사점을 제공한다.

Abstract

Companies use external data to augment their deicison-making, better meet customer needs, predict supply and demand, and more. In particular, when planning and establishing a marketing strategy, customer information is required. While companies need a lot of data from customer, the perception of individuals about providing their information to companies is changing more negatively than in the past. This study has investigated how social exclusion affects intention to provide personal information, and the mediating effect of prevention focus and the moderating effect of self-esteem. As a result, social exclusion was found to decrease the intention to provide personal information, and the mediating effect of the preventive focus and the moderating effect of self-esteem, which had an effect in this process, were also verified to be significant. The result of this study is that when an user wants to use the service, the psychological factor of social exclusion can act as a major factor influencing the behavior of providing personal information.

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