Who quits privacy-invasive online platform operators? A segmentation study with implications for the privacy paradox

Sebastian Hermes, Anela Sutanrikulu, Maximilian Schreieck, Helmut Krcmar

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

2 Scopus citations

Abstract

Although individuals are concerned about their privacy, it is increasingly difficult to withdraw from privacy-invasive platform operators and keep activities private. IS research has identified the privacy paradox as a phenomenon and information asymmetries as one critical reason behind users dichotomy between privacy concern and behavior. However, prior work neglected to investigate (1) the characteristics of consumers caught in the privacy paradox, (2) new areas of information asymmetries such as knowledge about alternative services, and (3) new privacy-decision processes such as quitting privacy-invasive platform operators. To close these gaps, we conducted a representative segmentation study of Google and its services across five countries guided by the theory of planned behavior. Our results identify three clusters and indicate that the privacy paradox is only prevalent in two of them. Consumers in these two clusters lack knowledge about data integration, data usage, and alternative services.

Original languageEnglish
Title of host publicationProceedings of the 54th Annual Hawaii International Conference on System Sciences, HICSS 2021
EditorsTung X. Bui
PublisherIEEE Computer Society
Pages4651-4660
Number of pages10
ISBN (Electronic)9780998133140
StatePublished - 2021
Event54th Annual Hawaii International Conference on System Sciences, HICSS 2021 - Virtual, Online
Duration: 4 Jan 20218 Jan 2021

Publication series

NameProceedings of the Annual Hawaii International Conference on System Sciences
Volume2020-January
ISSN (Print)1530-1605

Conference

Conference54th Annual Hawaii International Conference on System Sciences, HICSS 2021
CityVirtual, Online
Period4/01/218/01/21

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