Utilization of personal data is expected to provide consumers various benefits such as convenience, comfort, and safety/security. To accelerate the use of personal data in the society, understanding consumers’ perception for providing their personal data is important. This paper conducted a conjoint analysis to reveal consumers’ intention on provision of personal data including energy data. It focused on the difference of data types and utilization purposes. The conjoint analysis dealt with four attributes, one of which includes eight utilization purposes of personal data and corresponding data types. An online questionnaire survey was conducted for the analysis, which collected 2,132 samples of consumers. Discrete choice models were estimated for the analysis, which revealed that psychological resistance is low in the case of providing anonymized data to receive indirect benefits through solving local issues. The results also found that the resistance is low among those who actively choose new services.
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