Getting Something for Nothing?: A User-Centric Perspective on Loyalty Card Schemes
Getting Something for Nothing?: A User-Centric Perspective on Loyalty Card Schemes
复制标题
DOI：
10.1145/3025453.3026017
复制
发表时间：
2017-05
期刊：
影响因子：
--
通讯作者：
A. Hupfeld;Chris Speed
中科院分区：
文献类型：
--
作者：
A. Hupfeld;Chris Speed
忠诚卡是跟踪和记录技术（TRT）的一种形式，使零售商能够收集有关客户人口统计和购买行为的数据。作为分享数据的回报，消费者将获得“忠诚积分”，他们可以兑换独家折扣和奖励。忠诚计划的设计，以及更普遍的trt，在定义这种交换的经济条件，以及最终确定个人数据的经济价值方面发挥着关键作用。在本文中，我们展示了对英国12名忠诚卡持卡人的访谈研究结果，解释了他们通过使用忠诚卡购物的日常实践创造（和失去）价值的方式，以及与之相关的取向。根据我们的研究结果，我们认为持卡人更关心利用其价值而不是保护他们的隐私，其中只有一些是经济的。我们为trt提供设计指南，使消费者能够从他们生产和共享的数据中获得更大的价值。
Loyalty cards are a form of tracking and recording technology (TRT) that enables retailers to collect data about their customers' demographic and purchase behaviours. As recompense for sharing their data consumers receive 'loyalty points' which they can redeem for exclusive discounts and rewards. The design of loyalty schemes, and TRTs more generally, plays a key role in defining the economic terms of that exchange, and ultimately the economic value of personal data. In this paper we present findings from an interview study with 12 loyalty cardholders in the UK explicating the ways in which they create (and lose) value through the everyday practice of shopping with loyalty cards and the orientations associated with them. Based on our findings we suggest cardholders are less concerned with the protection of their privacy than with leveraging its value, only some of which was economic. We provide design guidelines for TRTs that may enable consumers to derive greater value from the data they produce and share.