소비자의 마이데이터 서비스 이용의도 영향요인 연구 - 행동추론이론을 중심으로 -

Abstract

As societies transition rapidly towards data-driven ecosystems, discussions surrounding the management and utilisation of personal information have deepened. Central to these debates is the notion that individuals should possess control over their personal data, embodied in the concept of informational self-determination. In South Korea, the 2020 revision of the three major data-related laws introduced the MyData system, enabling consumers to consolidate and manage fragmented personal data stored across various institutions. By facilitating personalised and customised services based on the consumer's active participation, MyData aims not only to enhance consumer autonomy but also to foster open innovation through the free flow of data and intensified market competition. This innovative system signifies an essential shift in guaranteeing consumer sovereignty over personal information, enhancing market transparency, and ultimately contributing to consumer welfare. While MyData services are fundamentally built upon the principle of empowering data subjects, their implementation necessitates a solid legal framework. In South Korea, sector- specific legislation such as the Credit Information Use and Protection Act (financial sector) and the Electronic Government Act and Civil Petitions Treatment Act (public sector) provided the initial legal basis for MyData operations. However, differences in data formats and transmission protocols between sectors have hindered seamless interoperability, limiting cross-sectoral data mobility and thereby constraining the potential of MyData services. Recognising this issue, policymakers initiated discussions on the standardisation of MyData systems. The 2023 amendment to the Personal Information Protection Act newly incorporated the right to data portability as a general statutory provision applicable across sectors. Now fully enforced as of March 2025 after a two-year grace period, this legislative development lays the groundwork for the expansion of MyData services into telecommunications, education, distribution, healthcare, and beyond. Against this backdrop, this study sought to analyse consumer perceptions of and behaviours related to MyData services, adopting a consumer-centric perspective. Given the limitations of traditional in-depth interviews and the unique nature of the emerging MyData services, we conducted text mining and sentiment analysis of online news articles to derive sentiment words as raw material for inductive content analysis. Using the TEXTOM big data analysis solution, we collected news articles containing the keyword ‘MyData’ from major portals such as Naver, Daum, and Google. The data collection period was set from 1 March 2023—shortly before the legal establishment of the right to data portability—to 4 April 2024, thus focusing on the latest developments of MyData services. Data were pre-processed to ensure noun-only extraction, and URL deduplication was applied to enhance data validity. The extracted sentiment words were categorised based on semantic similarities, and the contextual content of related news articles was reviewed to explore underlying meanings. Through a structured process, sub-themes were identified and subsequently consolidated into broader major themes by considering interrelationships among them. To ensure the validity of the analytical framework, consensus discussions were held with two graduate students majoring in consumer science and two academic experts. This process led to the identification of sub- variables constituting consumers' positive and negative perceptions of MyData services. Building upon these findings and a thorough review of prior literature, we constructed measurement scales to empirically examine the relationships among consumers’ personal values, reasons, attitudes, and intentions concerning the use of MyData services. A structured questionnaire was developed, incorporating items pertaining to consumers' awareness and behaviours relating to MyData services. A survey targeting 640 general consumers aged between 20 and 59 was administered, and data analysis was conducted using R software, employing confirmatory factor analysis (CFA) and structural equation modelling (SEM). The empirical analysis revealed several key findings. It was found that higher levels of intrinsic value in terms of autonomy were associated with increased reasons for MyData services among consumers. This finding suggests that emphasising the right to informational self- determination, which can be exercised through the MyData system, can positively influence consumers' perceptions of MyData services. Moreover, both reasons for and reasons against MyData services were found to have significant positive effects on consumers' attitudes towards these services. This indicates that consumers' negative and positive views are not independent but ambivalent in nature. Therefore, to foster more favourable consumer attitudes towards MyData services, it is necessary to simultaneously strengthen positive perceptions while addressing and mitigating negative ones. This study carries implications for both academia and practice. From a theoretical standpoint, it addresses the paucity of empirical research on consumers' perceptions and behaviours regarding MyData services—an area still in its nascent stage of academic inquiry. By integrating sentiment analysis with inductive content analysis and empirical validation through a consumer survey, the study provides a comprehensive and consumer-centric understanding of MyData services. Practically, the findings suggest that revitalising the MyData market requires multifaceted efforts: raising consumer awareness, delivering tangible and perceivable benefits, and transparently communicating not only the advantages but also the potential risks associated with MyData services. Particularly, as confusion surrounding the complex mechanisms and implications of MyData persists among consumers, there is a need for proactive communication strategies from both the government and industry stakeholders. Nevertheless, the study is not without limitations. Given that the analysed MyData services include both officially launched and pilot-phase initiatives, and that current services are still in an early stage of sophistication, the findings may not fully capture the characteristics of a mature MyData ecosystem. Future research should revisit similar inquiries after the maturation of MyData industries and services, to examine how consumer behaviours and determinants of service adoption evolve over time. Longitudinal investigations could offer deeper insights into the dynamic interactions between consumers and MyData services and facilitate a more nuanced understanding of consumers as key participants and stakeholders in the data economy. In conclusion, as the legal and institutional framework for MyData becomes more robust and the ecosystem expands across various sectors, understanding consumers' perspectives will be critical for the sustainable growth and success of MyData services. This study provides a timely and comprehensive exploration of consumer perceptions, offering insights for policymakers, industry practitioners, and scholars seeking to navigate the evolving landscape of personal data governance and consumer empowerment.