Consumer Awareness and Acceptance of Information Trust System and Institutional Issues:Shizuka Tabara; Jing Zhang; Tingchang Liang; Junichi Muramatsu, With the diversification of personal data generated through the use of services on mobile terminals by individual consumers, the acquisition and abuse of data by companies have become a problem. The government is considering and developing an information trust system to mediate between companies and consumers to solve the problem. This study focuses on the development of this system and aims to show institutional issues by clarifying how consumers perceive and accept it, and whether it solves the problem. Based on the survey results, which incorporated the perspective of value co-creation, we found that the current system is a one-way system that does not consider two-way communication with the consumers. Based on the findings, we conclude that this system should be pursued in an interactive manner, in the form of a value co-creation mechanism between individual consumers (customers) and the companies., Japan Marketing Academy
Japan Marketing Review, 28 Feb. 2022,
[Reviewed] 