위치기반서비스 사용자의 지각된 가치와 위험이 보안강화의도와 지속이용의도에 미치는 영향에 관한 연구: 지각된 혜택과 위험을 중심으로 A Study on the Effect of Location-based Service Users' Perceived Value and Risk on their Intention for Security Enhancement and Continuous Use: With an Emphasis on Perceived Benefits and Risks원문보기
The reason location based service is drawing attention recently is because smart phones are being supplied increasingly. Smart phone, basically equipped with GPS that can identify location information, has the advantage that it can provide contents and services suitable for the user by identifying u...
The reason location based service is drawing attention recently is because smart phones are being supplied increasingly. Smart phone, basically equipped with GPS that can identify location information, has the advantage that it can provide contents and services suitable for the user by identifying user location accurately. Offering such diverse advantages, location based services are increasingly used. In addition, for use of location based services, release of user's personal information and location data is essentially required. Regarding personal information and location data, in addition to IT companies, general companies also are conducting various profitable businesses and sales activities based on personal information, and in particular, personal location data, comprehending high value of use among personal information, are drawing high attentions. Increase in demand of personal information is raising the risk of personal information infringement, and infringements of personal location data also are increasing in frequency and degree. Therefore, infringements of personal information should be minimized through user's action and efforts to reinforce security along with Act on the Protection of Personal Information and Act on the Protection of Location Information. This study aimed to improve the importance of personal information privacy by empirically analyzing the effect of perceived values on the intention to strengthen location information security and continuously use location information for users who received location-based services (LBS) in mobile environments with the privacy calculation model of benefits and risks as a theoretical background. This study regarded situation-based provision, the benefit which users perceived while using location-based services, and the risk related to personal location information, a risk which occurs while using services, as independent variables and investigated the perceived values of the two variables. It also examined whether there were efforts to reduce risks related to personal location information according to the values of location- based services, which consumers perceived through the intention to strengthen security. Furthermore, it presented a study model which intended to investigate the effect of perceived values and intention of strengthening security on the continuous use of location-based services. A survey was conducted for three hundred ten users who had received location-based services via their smartphones to verify study hypotheses. Three hundred four questionnaires except problematic ones were collected. The hypotheses were verified, using a statistical method and a logical basis was presented. An empirical analysis was made on the data collected through the survey with SPSS 12.0 and SmartPLS 2.0 to verify respondents' demographic characteristics, an exploratory factor analysis and the appropriateness of the study model. As a result, it was shown that the users who had received location-based services were significantly influenced by the perceived value of their benefits, but risk related to location information did not have an effect on consumers' perceived values. Even though users perceived the risk related to personal location information while using services, it was viewed that users' perceived value had nothing to do with the use of location-based services. However, it was shown that users significantly responded to the intention of strengthening security in relation to location information risks and tended to use services continuously, strengthening positive efforts for security when their perceived values were high.
The reason location based service is drawing attention recently is because smart phones are being supplied increasingly. Smart phone, basically equipped with GPS that can identify location information, has the advantage that it can provide contents and services suitable for the user by identifying user location accurately. Offering such diverse advantages, location based services are increasingly used. In addition, for use of location based services, release of user's personal information and location data is essentially required. Regarding personal information and location data, in addition to IT companies, general companies also are conducting various profitable businesses and sales activities based on personal information, and in particular, personal location data, comprehending high value of use among personal information, are drawing high attentions. Increase in demand of personal information is raising the risk of personal information infringement, and infringements of personal location data also are increasing in frequency and degree. Therefore, infringements of personal information should be minimized through user's action and efforts to reinforce security along with Act on the Protection of Personal Information and Act on the Protection of Location Information. This study aimed to improve the importance of personal information privacy by empirically analyzing the effect of perceived values on the intention to strengthen location information security and continuously use location information for users who received location-based services (LBS) in mobile environments with the privacy calculation model of benefits and risks as a theoretical background. This study regarded situation-based provision, the benefit which users perceived while using location-based services, and the risk related to personal location information, a risk which occurs while using services, as independent variables and investigated the perceived values of the two variables. It also examined whether there were efforts to reduce risks related to personal location information according to the values of location- based services, which consumers perceived through the intention to strengthen security. Furthermore, it presented a study model which intended to investigate the effect of perceived values and intention of strengthening security on the continuous use of location-based services. A survey was conducted for three hundred ten users who had received location-based services via their smartphones to verify study hypotheses. Three hundred four questionnaires except problematic ones were collected. The hypotheses were verified, using a statistical method and a logical basis was presented. An empirical analysis was made on the data collected through the survey with SPSS 12.0 and SmartPLS 2.0 to verify respondents' demographic characteristics, an exploratory factor analysis and the appropriateness of the study model. As a result, it was shown that the users who had received location-based services were significantly influenced by the perceived value of their benefits, but risk related to location information did not have an effect on consumers' perceived values. Even though users perceived the risk related to personal location information while using services, it was viewed that users' perceived value had nothing to do with the use of location-based services. However, it was shown that users significantly responded to the intention of strengthening security in relation to location information risks and tended to use services continuously, strengthening positive efforts for security when their perceived values were high.
이러한 스마트폰을 활용한 모바일 애플리케이션 서비스에서 최근 부각되고 있는 분야 중 하나가 위치기반서비스(LBS: Location- Based Service)이다. 국내 스마트폰 사용자 중 위치기반서비스를 이용하고 있는 비율이 약 55%이고, 현재 위치기반서비스를 이용하고 있지는 않지만 향후 이용의사가 있다고 답한 비율이 89%로 높은 비율을 차지하는 것으로 나타났다[TNS, 2012].
위치기반서비스란 무엇인가?
위치기반서비스는 위치확인기술(Location Detection Technology)을 이용해 사용자의 위치를 파악하고 이와 관련된 애플리케이션 등을 부가한 서비스를 말하는 것으로 다방면에 걸쳐 이용이 가능해 유무선 인터넷의 응용 및 위치정보를 사용한 부가 가치 창출에 있어 핵심적인 역할을 하고 있다[Park et al., 2004].
스마트폰 사용자는 위치기반서비스를 어떻게 이용하는가?
, 2004]. 사용자는 스마트폰 등 모바일 기기를 통해 현재 위치한 장소를 기반으로 각종 교통, 날씨, 상점, 편의시설 등 다양한 정보를 실시간으로 얻을 수 있으며, 지리적 정보시스템(GIS), 지능형 교통시스템(ITS)과 관련을 맺고 있고, 와이파이(Wi-Fi)를 활용한 위치기반 서비스를 시작으로 모바일 시대의 유망한 서비스로 주목을 받고 있다[Quercia et al., 2010; Kim, 2010].
AI-Helper
※ AI-Helper는 부적절한 답변을 할 수 있습니다.