경영정보학연구 (Information Systems Review)

  • 제27권1호
  • /
  • Pages.75-107
  • /
  • 2025
  • /
  • 2982-6551(pISSN)
  • /
  • 2982-6837(eISSN)
한국경영정보학회 (The Korea Society of Management Information Systems)
권호 표지
DOI QR코드

DOI QR Code

프라이버시 데이터의 획득과 활용이 모바일 앱 성공에 미치는 영향

The Impact of Privacy Data Acquisition and Utilization on Mobile Application Success

  • Bongjin Sohn (Information Systems, Korea University Business School, Korea University) ;
  • Gunwoong Lee (Information Systems, Korea University Business School, Korea University)
  • 투고 : 2024.08.09
  • 심사 : 2024.12.06
  • 발행 : 2025.02.28
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

모바일 애플리케이션(이하 '앱')의 초기 개발, 향후 업데이트 및 장기적인 수익 창출은 사용자 데이터에 대한 의존도가 높다는 특징을 보인다. 사용자 데이터의 활용은 앱 개발자들이 핵심 기능을 최적화하고 비즈니스 수익 모델을 정교화하며, 빅데이터 관리 능력을 강화하는 데 기여한다. 그러나 최근 데이터 프라이버시에 대한 사용자 인식의 변화와 관련 정책의 강화로 인해 데이터 수집과 활용이 점차 제한되고 있다. 본 연구는 빅데이터 관리 차원과 프라이버시 경제 차원의 핵심 원칙을 기반으로, 데이터 프라이버시 환경에서 개인 사용자 데이터의 획득(Acquisition)과 활용(Utilization)이 모바일 앱의 성과에 미치는 영향을 분석한다. 이를 위해 Apple App Store에 등록된 2,037개 앱의 프라이버시 관련 속성 데이터를 활용한 실증 분석을 수행하였다. 분석 결과, 인화된 데이터 기반 전략을 채택한 앱은 상위 차트에 장기적으로 머무르는 경향을 보였다. 반면, 제3자와의 데이터 공유는 앱의 상위 차트 유지 기간을 크게 단축시키는 것으로 나타났다. 또한, 다양한 방식의 데이터 활용을 통해 효율성을 높이는 전략은 앱 성과에 유의미한 영향을 미치지 않는 것으로 밝혀졌다. 본 연구는 개인 사용자 데이터의 전략적 활용에 대한 새로운 통찰을 제공함으로써, 프라이버시 관련 연구의 발전에 기여하고 앱 개발자와 정책 입안자들에게 중요한 경영학적 시사점을 제시한다.

Mobile applications (apps) rely heavily on user's personal data for their initial development, subsequent updates, and successful revenue generation. In general, the use of private user data enables developers to optimize core functionalities, enhance monetization strategies, and improve big data management capabilities. However, recent regulations and increased user awareness of data privacy present significant challenges to data acquisition and utilization. Thus, this research aims to examine the impacts of private user data acquisition and utilization on mobile app success. We conduct a comprehensive set of empirical analyses on Apple App Store data, including privacy-related attributes of 2,037 apps. The research empirically substantiates a salient relationship between private data acquisition and utilization for app success. The findings reveal that apps leveraging personalized, data-driven strategies tend to maintain top-chart positions for extended periods, whereas sharing data with third parties significantly shortens their presence in these rankings. Notably, diversification of private data utilization to improve efficiency does not yield significant improvements in app performance. By providing a comprehensive understanding of the strategic use of private user data, this research advances privacy literature and provides actionable insights for app developers and policymakers.

키워드

참고문헌

  1. Acquisti, A., C. Taylor, and L. Wagman, "The economics of privacy", Journal of Economic Literature, Vol.54, No.2, 2016, pp. 442-492. https://doi.org/10.1257/jel.54.2.442
  2. Adjerid, I., E. Peer, and A. Acquisti, "Beyond the privacy paradox: Objective versus relative risk in privacy decision making", MIS Quarterly, Vol.42, No.2, 2018, pp. 465-488. https://doi.org/10.25300/MISQ/2018/14316
  3. Ahmed, E., I. Yaqoob, I. A. T. Hashem, J. Shuja, M. Imran, N. Guizani, and S. T. Bakhsh, "Recent advances and challenges in mobile big data", IEEE Communications Magazine, Vol.56, No.2, 2018, pp. 102-108. https://doi.org/10.1109/MCOM.2018.1700294
  4. Aljeraisy, A., M. Barati, O. Rana, and C. Perera, "Privacy laws and privacy by design schemes for the internet of things: A developer's perspective", ACM Computing Surveys (Csur), Vol.54, No.5, 2021, pp. 1-38. https://doi.org/10.1145/3450965
  5. Bélanger, F. and R. E. Crossler, "Privacy in the digital age: A review of information privacy research in information systems", MIS Quarterly, Vol.35, No.4, 2011, pp. 1017-1041. https://doi.org/10.2307/41409971
  6. Benenson, Z., A. Girard, N. Hintz, and A. Luder, "Android and iOS users' differences concerning security and privacy", CHI'13 Extended Abstracts on Human Factors in Computing Systems, 2013, pp. 817-822.
  7. Brainerd, C. J. and V. F. Reyna, "Fuzzy-trace theory: Dual Processes in memory, reasoning, and cognitive neuroscience", Advances in Child Development and Behavior, Vol.28, 2002, pp. 41-100. https://doi.org/10.1016/S0065-2407(02)80062-3
  8. Cao, D., X. He, L. Nie, X. Wei, X. Hu, S. Wu, and T. S. Chua, "Cross-platform app recommendation by jointly modeling ratings and texts", ACM Transactions on Information Systems (TOIS), Vol.35, No.4, 2017, pp. 1-27. https://doi.org/10.1145/3017429
  9. Casadesus-Masanell, R. and A. Hervas-Drane, "Competing with privacy", Management Science, Vol. 61, No. 1, 2015, pp. 229-246. https://doi.org/10.1287/mnsc.2014.2023
  10. Cavoukian, A., J. Polonetsky, and C. Wolf, "Smartprivacy for the smart grid: Embedding privacy into the design of electricity conservation", Identity in the Information Society, Vol.3, No.2, 2010, pp. 275-294. https://doi.org/10.1007/s12394-010-0046-y
  11. Cecere, G., F. Le Guel, and V. Lefrere, "Economics of free mobile applications: Personal data and third parties", Available at SSRN 3136661, 2020.
  12. Cha, H. S., "Factors influencing the adoption of location-based smartphone applications: An application of the privacy calculus model", Asia Pacific Journal of Information Systems, Vol.22 No.4, 2012, pp. 7-29.
  13. Chen, J., C. S. Gates, N. Li, and R. W. Proctor, "Influence of risk/safety information framing on android app-installation decisions", Journal of Cognitive Engineering and Decision Making, Vol.9, No.2, 2015, pp. 149-168. https://doi.org/10.1177/1555343415570055
  14. Cichy, P., T. O. Salge, and R. Kohli, "Privacy concerns and data sharing in the internet of things: mixed methods evidence from connected cars", MIS Quarterly, Vol.45, No.4, 2021, pp. 1863-1900. https://doi.org/10.25300/MISQ/2021/14165
  15. DeGiulio, A., H. Lee, and E. Birrell, "Ask app not to track: The effect of opt-in tracking authorization on mobile privacy", International Workshop on Emerging Technologies for Authorization and Authentication, 2021, pp. 152-167.
  16. Fang, J., Z. Zhao, C. Wen, and R. Wang, "Design and performance attributes driving mobile travel application engagement", International Journal of Information Management, Vol.37, No.4, 2017, pp. 269-283. https://doi.org/10.1016/j.ijinfomgt.2017.03.003
  17. Fife, E. and J. Orjuela, "The privacy calculus: Mobile apps and user perceptions of privacy and security", International Journal of Engineering Business Management, Vol.4, 2012, pp. 4-11. https://doi.org/10.5772/51645
  18. Gerber, N., P. Gerber, and M. Volkamer, "Explaining the privacy paradox: A systematic review of literature investigating privacy attitude and behavior", Computers and Security, Vol.77, 2018, pp. 226-261. https://doi.org/10.1016/j.cose.2018.04.002
  19. Gerlach, J. P., N. Eling, N. Wessels, and P. Buxmann, "Flamingos on a slackline: Companies' challenges of balancing the competing demands of handling customer information and privacy", Information Systems Journal, Vol.29, No.2, 2019, pp. 548-575. https://doi.org/10.1111/isj.12222
  20. Greene, D. and K. Shilton, "Platform privacies: governance, collaboration, and the different meanings of "privacy" in iOS and Android development", New Media and Society, Vol.20, No.4, 2018, pp. 1640-1657. https://doi.org/10.1177/1461444817702397
  21. Gu, J., J. Tian, and Y. C. Xu, "Private or not? The categorical differences in mobile users' privacy decision-making", Electronic Commerce Research and Applications, Vol. 52, 2022, p. 101122. https://doi.org/10.1016/j.elerap.2022.101122
  22. Han, C., I. Reyes, Á. Feal, J. Reardon, P. Wijesekera, N. Vallina-Rodriguez, and S. Egelman, "The price is (not) right: Comparing privacy in free and paid apps", Proceedings on Privacy Enhancing Technologies, Vol.2020, No.3, 2020, pp. 222-242. https://doi.org/10.2478/popets-2020-0050
  23. Hughes-Roberts T., "Privacy and social networks: Is concern a valid indicator of intention and behaviour?", 2013 International Conference on Social Computing, 2013, pp. 909-912.
  24. Kelley, P.G., J. Bresee, L.F. Cranor, and R.W. Reeder, "A "nutrition label" for privacy", Proceedings of the 5th Symposium on Usable Privacy and Security, 2009, pp. 1-12.
  25. Kesler, R., M. Kummer, and P. Schulte, "Competition and privacy in online markets: Evidence from the mobile app industry", Academy of Management Proceedings, Vol. 2020, No. 1, 2020, pp. 1173-1177.
  26. Kim, J. and J. Wang,, "Examining factors that determine the use of social media privacy settings: Focused on the mediating effect of implementation intention to use privacy settings", Asia Pacific Journal of Information Systems, Vol.30 No.4, 2020, pp. 919-945. https://doi.org/10.14329/apjis.2020.30.4.919
  27. Koh, B., S. Raghunathan, and B. R. Nault, "An empirical examination of voluntary profiling: Privacy and quid pro quo", Decision Support Systems, Vol.132, 2020, p. 113285. https://doi.org/10.1016/j.dss.2020.113285
  28. Kokolakis, S., "Privacy attitudes and privacy behaviour: A review of current research on the privacy paradox phenomenon", Computers and Security, Vol.64, 2017, pp. 122-134. https://doi.org/10.1016/j.cose.2015.07.002
  29. Koohikamali, M. and A. Sidorova, "Information re-sharing on social network sites in the age of fake news", Informing Science, Vol.20, 2017. https://doi.org/10.28945/3871
  30. Kummer, M. and P. Schulte, "When private information settles the bill: Money and privacy in Google's market for smartphone applications", Management Science, Vol.65, No.8, 2019, pp. 3470-3494. https://doi.org/10.1287/mnsc.2018.3132
  31. Langheinrich, M., "Privacy by design-principles of privacy-aware ubiquitous systems", International Conference on Ubiquitous Computing, 2001, pp. 273-291.
  32. Lee, G. and T. S. Raghu, "Determinants of mobile apps' success: Evidence from the app store market", Journal of Management Information Systems, Vol.31, No.2, 2014, pp. 133-170. https://doi.org/10.2753/MIS0742-1222310206
  33. Liu, B., D. Kong, L. Cen, N. Z. Gong, H. Jin, and H. Xiong, "Personalized mobile app recommendation: Reconciling app functionality and user privacy preference", Proceedings of the Eighth ACM International Conference on Web Search and Data Mining, 2015, pp. 315-324.
  34. Lodge, T. and A. Crabtree, "Privacy engineering for domestic IoT: Enabling due diligence", Sensors, Vol.19, No.20, 2019, 4380.
  35. Malgieri, G. and B. Custers, "Pricing privacy–the right to know the value of your personal data", Computer Law and Security Review, Vol.34, No.2, 2018, pp. 289-303. https://doi.org/10.1016/j.clsr.2017.08.006
  36. Malgieri, G., "Property and (Intellectual) ownership of consumers' information: A new taxonomy for personal data", Privacy in Germany-PinG, No.4, 2016, p. 133. https://doi.org/10.37307/j.2196-9817.2016.04.05
  37. Martin, Y. S. and A. Kung, "Methods and tools for GDPR compliance through privacy and data protection engineering", 2018 IEEE European symposium on security and privacy workshops (EuroSandPW), 2018, pp. 108-111.
  38. McDonald, A. M. and L. F. Cranor, "Beliefs and behaviors: internet users' understanding of behavioral advertising", Proceedings of the 2010 Research Conference on Communication, Information and Internet Policy, 2010.
  39. Mican, D., D. A. Sitar-Tăut, and O. I. Moisescu, "Perceived usefulness: A silver bullet to assure user data availability for online recommendation systems", Decision Support Systems, Vol.139, 2020, p. 113420. https://doi.org/10.1016/j.dss.2020.113420
  40. Mousavi, R., R. Chen, D. J. Kim, and K. Chen, "Effectiveness of privacy assurance mechanisms in users' privacy protection on social networking sites from the perspective of protection motivation theory", Decision Support Systems, Vol.135, 2020, p. 113323. https://doi.org/10.1016/j.dss.2020.113323
  41. Phelps, J., G. Nowak, and E. Ferrell, "Privacy concerns and consumer willingness to provide personal information", Journal of Public Policy and Marketing, Vol.19, No.1, 2000, pp. 27-41. https://doi.org/10.1509/jppm.19.1.27.16941
  42. Polykalas, S. E. and G. N. Prezerakos, "When the mobile app is free, the product is your personal data", Digital Policy, Regulation and Governance, 2019. https://doi.org/10.1108/DPRG-11-2018-0068
  43. Provost, F., D. Martens, and A. Murray, "Finding similar mobile consumers with a privacy-friendly geosocial design", Information Systems Research, Vol.26, No.2, 2015, pp. 243-265. https://doi.org/10.1287/isre.2015.0576
  44. Rowland, C., E. Goodman, M. Charlier, A. Light, and A. Lui, Designing connected products: UX for the consumer Internet of Things, O'Reilly Media, Inc., 2015.
  45. Rutz, O., A. Aravindakshan, and O. Rubel, "Measuring and forecasting mobile game app engagement", International Journal of Research in Marketing, Vol.36, No.2, 2019, pp. 185-199. https://doi.org/10.1016/j.ijresmar.2019.01.002
  46. Saheb, T., "An empirical investigation of the adoption of mobile health applications: Integrating big data and social media services", Health and Technology, Vol.10, No.5, 2020, pp. 1063-1077. https://doi.org/10.1007/s12553-020-00422-9
  47. Scoccia, G. L., M. Autili, G. Stilo, and P. Inverardi, "An empirical study of privacy labels on the Apple iOS mobile app store", MOBILESoft '22, 2022.
  48. Sheng, J., J. Amankwah-Amoah, and X. Wang, "A multidisciplinary perspective of big data in management research", International Journal of Production Economics, Vol.191, 2017, pp. 97-112. https://doi.org/10.1016/j.ijpe.2017.06.006
  49. Sun, Y., N. Wang, X. L. Shen, and J. X. Zhang, "Location information disclosure in location-based social network services: Privacy calculus, benefit structure, and gender differences", Computers in Human Behavior, Vol.52, 2015, pp. 278-292. https://doi.org/10.1016/j.chb.2015.06.006
  50. Surdak, C., "Data crush: How the information tidal wave is driving new business opportunities", Amacom, 2014.
  51. Taddicken, M., "The 'privacy paradox' in the social web: The impact of privacy concerns, individual characteristics, and the perceived social relevance on different forms of self-disclosure", Journal of Computer-mediated Communication, Vol.19, No.2, 2014, pp. 248-273. https://doi.org/10.1111/jcc4.12052
  52. Van Der Sype, Y. S. and W. Maalej, "On lawful disclosure of personal user data: What should app developers do?", 2014 IEEE 7th International Workshop on Requirements Engineering and Law (RELAW), 2014, pp. 25-34.
  53. Vapen, A., N. Carlsson, A. Mahanti, and N. Shahmehri, "Information sharing and user privacy in the third-party identity management landscape", IFIP International Information Security and Privacy Conference, 2015, pp. 174-188.
  54. Wang, N., P. Wisniewski, H. Xu, and J. Grossklags, "Designing the default privacy settings for Facebook applications", Proceedings of the Companion Publication of the 17th ACM Conference on Computer Supported Cooperative Work and Social Computing, 2014, pp. 249-252.
  55. Wang, T. and M. Bashir, "Gaming apps' and social media partnership: a privacy perspective", International Conference on Human-Computer Interaction, 2021, pp. 475-487.
  56. Wang, T., T. D. Duong, and C. C. Chen, "Intention to disclose personal information via mobile applications: A privacy calculus perspective", International Journal of Information Management, Vol.36, No.4, 2016, pp. 531-542. https://doi.org/10.1016/j.ijinfomgt.2016.03.003
  57. Wottrich, V. M., R. E. A. Van, and E. G. Smit, "The privacy trade-off for mobile app downloads: The roles of app value, intrusiveness, and privacy concerns", Decision Support Systems, Vol.106, 2018, pp. 44-52. https://doi.org/10.1016/j.dss.2017.12.003
  58. Yoo, C., S. Kwon, H. Na, and B. Chang, "Factors affecting the adoption of gamified smart tourism applications: An integrative approach", Sustainability, Vol.9, No.12, 2017, 2162.
  59. Yun, H., G. Lee, and D. J. Kim, "A chronological review of empirical research on personal information privacy concerns: An analysis of contexts and research constructs", Information and Management, Vol.56, No.4, 2019, pp. 570-601. https://doi.org/10.1016/j.im.2018.10.001
  60. Zafeiropoulou, A. M., D. E. Millard, C. Webber, and K. O'Hara, "Unpicking the privacy paradox: Can structuration theory help to explain location-based privacy decisions?", Proceedings of the 5th Annual ACM Web Science Conference, 2013, pp. 463-472.
  61. Zhou, Y., A. Raake, T. Xu, and X. Zhang, "Users' perceived control, trust and expectation on privacy settings of smartphone", International Symposium on Cyberspace Safety and Security, 2017, pp. 427-441.
  62. Zhu, K., X. He, B. Xiang, L. Zhang, and A. Pattavina, "How dangerous are your smartphones? App usage recommendation with privacy preserving", Mobile Information Systems, 2016. https://doi.org/10.1155/2016/6804379