Consumer trust and value in personal data

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  • パーソナルデータに関する消費者の信頼と価値

Abstract

<p>With the development of digital technology, it has become possible to acquire and store a large amount and variety of data (big data), and personal data such as personal behavior and location information on the Internet can be used for personalized advertising and recommendation information, bringing convenience to people and providing services. On the other hand, the technology is rapidly developing and spreading without users being fully aware of the risks of privacy violations, behavioral control through information manipulation, and even human rights violations through the analysis of data. This study first provides an overview of how the environment surrounding personal data, including the development of data analysis technology and laws and regulations, has affected society. It then explores the gap between service providers and users in terms of their respective values and the decision-making process for users to accept the use of personal data.</p>

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