earticle

영어

Despite the rapid diffusion of MyData services, users’ PDS Usage Intention remains limited. This study examines how perceived benefits and perceived risks influence continuance intention toward Personal Data Services (PDS), a core application of MyData, and investigates the moderating role of consumer innovativeness. A structural research model was developed to analyze the relationships among these variables. The results indicate that perceived benefits positively affect PDS Usage Intention, whereas perceived risks do not have a statistically significant effect. Moreover, consumer innovativeness significantly moderates the relationship between perceived benefits and PDS Usage Intention, whereas its moderating effect on the relationship involving perceived risks was not observed. This study contributes to the literature on post-adoption behavior in data-driven service contexts and offers practical implications for enhancing user retention through differentiated engagement and risk management strategies.