Impact of Online Privacy Concerns on User Decisions and Behavior
This research delves into the influence of privacy concerns on Internet users' decisions and behaviors. It explores the concept of online privacy, examining the shift in the modern era where privacy is a pressing issue. The study identifies privacy as a critical factor in consumer behavior within the online environment, analyzing reactions and measuring levels of privacy concerns. Various factors are considered, such as demographics, fabrication of information, experience, protection of information, and socio-psychological elements. Additionally, the PRICON workshop assesses determinants and consequences, including gender, age, education, income, online behavior, and privacy protection strategies. The study aims to understand the complexities surrounding online privacy and its implications on user behavior.
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XII. kolokvij Hrvatske akademije znanosti i umjetnosti i Hrvatske zaklade za znanost Utjecaj zabrinutosti za privatnost na odluke i pona anje korisnika Interneta Jelena Budak Ekonomski institut, Zagreb Zagreb, 7. velja e 2018. Extended Model of Online PRIvacy CONcern - PRICON Istra iva ki projekt HRZZ br. 7913
to je privatnost ''pravo na biti ostavljen na miru'' (Warren i Brandeis, 1890) ''pravo pojedinaca, skupina ili institucija da odrede sami kada, kako i do koje mjere e informacije o njima biti dostupne tre oj strani (Westin, 1968) Online privatnost je informacijska privatnost, i dijeljenje podataka je sastavni dio na e svakodnevnice Ako je dana nje doba doba informacija, tada je privatnost problem sada njeg vremena. (Acquisti, Brandimarte i Loewenstein, 2015)
Zabrinutost za privatnost u ekonomiji u literaturi je zabrinutost za privatnost prepoznata kao va na determinanta pona anja potro a a u online okru enju (Smith, Milberg i Burke, 1996; Stewart i Segars, 2002; Malhotra, Kim i Agarwal, 2004; Buchanan et al. 2007, i drugi) Koje su to reakcije u pona anju potro a a? Kako izmjeriti zabrinutost za privatnost online? to odre uje zabrinutost za privatnost?
Poetni model Figure 1: Baseline model of research Demographics Fabrication of information Experience factors Online privacy concern Protection of information Witholding information Socio- psychological factors
PRICON radionica DETERMINANTS / ANTEDECENTS CONSEQUENCES gender age demographics education income falsification time spent online passive reactiion strategies to protect identities web skills identity modification I am careful about what I google. awareness of "once something is online, it stays online" passive I am aware that Google stores my every search ever made. protection active change in behavior due to privacy concern refrain from surfing previous online privacy experience not enough evidence wheteher or not they are effective in alleviating the cons' privacy concerns buyer vs. non-buyer actual behavior volume of online spending attitudes towards relationship marketing purchases over the internet behavior intention pitanja u vezi privacy policy poimanja kupaca privacy policy incomplete information general caution/ technical protection transparency of privacy policy bi li se druga ije pona ali ovisno o druga ijem privacy policy 3rd party seal assurance intention to adopt services ONLINE PRIVACY CONCERN decision to buy opt-in intention privacy and price sensitivity Towards collection of personal information privacy concerns protective behavior online cancelling online spending Towards control of personal information internet experience attitudinal Awareness of privacy practices of companies social criticism types of information Attitudes towards online shopping paranoia Privacy policy reading government regulation macro- environmental factors social capital; trust culture
PRICON nakon radionice Antecedents / determinants Consequences Demographics Protective behavior: - witholding information - fabrication of information - protection of information Personality traits Intention to adopt new online services / technologies Future online usage Web / online / computer skills PRICON Previous online privacy (negative) experience Privacy concern online Towards collection of personal information Privacy awareness Towards control of personal information Time spent online (actively) Towards degree of regulatory control Cultural characteristics Sharing private information online Social trust
Anketa Skale su preuzete iz literature i adaptirane za online okru enje Anketu smo proveli po etkom 2016. godine CATI metoda telefonskih intervjua Na reprezentativnom uzorku 2060 ispitanika neto-punoljetnih korisnika Interneta Veliki upitnik, anketa u trajanju 20 minuta
Parcijalni rezultati Budak, Rajh, okalj: Personal values of Internet users: a cluster analytic approach EIZ-WP- 1606 http://www.eizg.hr/hr-HR/Radni-materijali-EIZ-a-207.aspxP Short Schwartz s Value Survey (SSVS) by Lindeman and Verkasalo, 2005
Parcijalni rezultati krinjari , Budak, okalj: The Effects of Personality traits on Online Privacy Concern EIZ- WP-1702 http://www.eizg.hr/hr-HR/Radni-materijali-EIZ-a-207.aspx Utje u li i na koji na in osobine li nosti korisnika Interneta na njihovu zabrinutost za privatnost u online okru enju? - koristi teorijski okvir pet osobina li nosti u skra enoj verziji the Big Five by Rammstedt & John (2007) Rezultati OLS i probit modela pokazuju da dvije dimenzije osobina li nosti, ekstrovertiranost i neuroti nost, zna ajno odre uju razinu zabrinutosti za privatnost u online okru enju. Vi e ekstrovertirani korisnik Interneta je manje zabrinut za svoju privatnost na Internetu, dok je neuroti nija osoba vi e zabrinuta. Svijest o privatnosti, anksioznost u kori tenju ra unala i prethodno (negativno) iskustvo tako er imaju pozitivan utjecaj na razinu zabrinutosti za privatnost korisnika Interneta.
Introduction on online privacy and decision-making Interest in different aspects of behavior in digital age, and especially in decision making in the online environment Are Internet users concerned about privacy intrusion and what do they do when facing online privacy issues? Do people in different societal groups share similar attitudes about online privacy, and if not what variables sets them apart? What decisions do Internet-users take accordingly? How individual judgements about online privacy change personal behavior in the ubiquitous online environment?
Conceptual model We have identified a lack of a comprehensive and integrated model that would consolidate streams of research in the online privacy concern field Online privacy involves the rights and interests of an individual concerning the processing, of the personal information (Gellman&Dickson, 2011) Online privacy literature deals with the problem of how to mesure privacy concern of Internet users, which variables to include and therefore model is not purely an economic one but socio-economic (Li, 2011) The level of online privacy concern shapes our behavior on the Internet and beyond Consumers become more alert, altering protective behavior Influence adoption of new technologies Future usage of Internet and other decisions
Extended model of online privacy concern ANTECEDENTS CENTRAL VARIABLE CONSEQUENCES Culture/traditional values (TRAD_VAL) BEHAVIOR technical protection (PB_PROT) fabrication of data (PB_FAB) withholding the data, sustaining (PB_SUST) Online privacy concern (OPC) Social trust in institutions and general trust in people (ST) ATTITUDES share personal information online (SH) Intention to adopt new technologies (NEWT) Computer anxiety (CA) Need for privacy/belief in privacy rights (NFP) Perceived benefits of using the Internet (BNF) Regulation/protection of online privacy (REG)
Estimation results SEM-PLS applied Path coefficients of the structural model
Results and discussion Among variables included in the model as antecedents, Computer anxiety seems to have the largest positive impact on level of online privacy concern, followed by perceived low quality of the regulatory framework respondents s belief in privacy rights i.e. need for privacy increases individual-s privacy concern. traditional personal values and social trust do not have a significant impact on online privacy concern.
Results and discussion cont On the consequences side of the model online privacy concern has the largest impact on active protection, fabrication and sharing personal information on the Internet. there is a strong and significant positive relation between online privacy conern and protective behavior. Internet users who are more concerned about their online privacy would change their intentions to share personal information and intentions to adopt new techologies. The research shows that, on average, perceived benefits of using the Internet outweighs potential associated costs with privacy concern of people.
Conclusion The level of online privacy concern shapes our behavior on the Internet This research unveils the trade-off between privacy concern and perceived benefits of using the Internet The online privacy concern might influence adoption of new technologies and other innovations, future usage of online services, and other far reaching decisions Therefore findings may be useful for practitioners as well, notably in helping companies to develop business strategies and regulators to better frame privacy policy.
Hvala na panji! jbudak@eizg.hr Ovaj rad je u potpunosti financirala Hrvatska zaklada za znanost u okviru projekta broj 7913.
