The Study on User Preferences of Personalized Services

An Empirical Analysis Assuming Plurality of Privacy Concerns

Abstract

In order to contribute to the data driven policy discussion on the use of personal data in personalized services from the view point of building new business models which balance the usability of personal data and privacy protection, the author conducted a large-scale web survey as a first case in Japan in 2010. In this paper, assuming a plurality of consumer’s privacy concerns, the author precisely analyzed the data sets and verified the factors of consumer’s privacy concerns which affect the consumer’s intention of service use. Through this analysis, the author confirmed new findings including that the specific substance of a consumer’s privacy concerns affect differently his or her personalized service usage intention and derived implications including that different business and policy actions should be taken in accordance with specific types of such concerns.