지각된 가치와 신뢰가 마이데이터 서비스 수용의도에 미치는 영향 연구

초록

With digital technological innovation and the explosive growth of data businesses, MyData services emerged as important issues as control and privacy of private data. The most important thing is the trust of customers that MyData services provide the value of personalization centered on customers and are transparently protected throughout the data lifecycle. This study aims to analyze the structural relationship among perceived value, trust and the acceptance intention, based on Value-based Acceptance Models and Protection Motivation Theory.

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