Abstract

This study aims to investigate cases of new service marketing markets emerging through the convergence of big data, artificial intelligence (AI), and ICT technologies across various industries in the era of the Fourth Industrial Revolution, and to create demand accordingly. Individual medical biosignals are stored as separate medical data, which are managed as integrated medical big data. This data constitutes personal information that can be provided to desired medical institutions based on the individual's consent. Furthermore, as regular medical information accumulates daily as personal biosignals through smart medical devices, the created medical big data can be utilized diversely through medical information platform services employing AI-based medical image processing technologies and distributed medical data sharing systems designed to protect personal information, enabling expansion into related industrial fields. However, since 'individual medical information' has the potential for misuse, it is essential to establish and apply security technologies for personal information protection. Therefore, with respect to various medical information platforms currently under active development—for example, blockchain-based security technologies for personal information protection such as the 'Blockchain for Medical Platform'—this study analyzed the importance of individual characteristic factors focusing on determinants of ‘service acceptance intention’ from a marketing perspective targeting service users.