抄録
This paper conducted a conjoint analysis to reveal firms’ intention on utilization of personal data including energy data. The conjoint analysis dealt with four scenarios of data utilization of firms: (1) human resources, (2) marketing, (3) monitoring, and (4) electricity consumption. A questionnaire survey was conducted to collect 1,513 samples of firms, which was used to estimate a discrete choice model. The analysis revealed that the intention to utilize data increases not only when data itself is provided, but also when additional information is provided, and when ancillary services such as a function to outsource the data analysis is available. In addition, it was found that the intention differs statistically significantly depending on the industrial sectors. Also, the intention to use data was higher for firms that had experience in using data.
