This study is an empirical analysis regarding what kind of factors affect theintention to use MyData services in various fields. The research model foranalysis presented the characteristics of MyData services, such as datacontrol, personalization, transparency, and information protection concernsbased on the basic variables of value-based adoption model(VAM), includingusefulness, enjoyment, technicality, and perceived fee. And privacy concernswere added as a moderator variable. A survey was conducted in order toempirically analyze with this research model, and 397 valid survey answerswere chosen to analyze. Empirical analysis was done by structural equationusing AMOS 24. The result of empirical analysis were as follows. Variablesdata control, personalization, transparency and enjoyment had a significantpositive(+) effect on perceived value. Technicality and information protectionconcerns showed a significant negative(-) effect of perceived value. Inaddition, perceived value had significant positive effect on intention to useand moderator variable privacy concerns were found to have a significantmoderating effect between data control, transparency, information protectionconcerns and perceived value. Among the variables affecting perceived value,the most influencing variable was enjoyment, followed by transparency,personalization, technicality, information protection concerns and datacontrol. Based on these research results, this study has provided theoreticaland practical implications to researchers on the intention to use MyDataservices.