금융 마이데이터 서비스의 비활성화 요인에 관한 연구:지각된 가치와 혁신저항의 매개역할을 중심으로

초록

This study investigated the determinants of user inactivation in financial MyData services, a context in which the number of registered users has increased while actual usage remains persistently low. To explain this phenomenon, this study integrates the Value-based Adoption Model (VAM) and the Innovation Resistance Model (IRM) and examines how benefit and sacrifice factors influence intention to use through perceived value and innovation resistance. Survey data were collected from 390 adult users with experience in financial services, and the proposed research model was tested using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that perceived economic value, perceived personalization, and data sovereignty have significant positive effects on perceived value, with perceived personalization identified as the most influential factor. In contrast, perceived privacy leakage risk and perceived cost significantly reduce perceived value. Technical complexity was found to exhibit a dual effect by simultaneously enhancing perceived value and strengthening innovation resistance. This finding supports the proposed dual-path framework, in which a single service attribute can activate both value formation (VAM) and resistance formation (IRM). With respect to innovation resistance, perceived economic value significantly reduces resistance, whereas perceived privacy leakage risk, technical complexity, and perceived cost significantly increase resistance. Furthermore, both perceived value and innovation resistance have strong and significant effects on intention to use. This study proposes an integrated dual-path framework to explain user inactivation in digital financial services and provides practical implications for designing value-enhancing and resistance-reducing MyData services.

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