Psychology of personal data donation
Psychology of personal data donation
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DOI：
10.1371/journal.pone.0224240
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发表时间：
2019-11-20
期刊：
影响因子：
3.7
通讯作者：
Goulding, James
中科院分区：
文献类型：
--
作者：
Skatova, Anya;Goulding, James
数字技术的进步导致大量个人数据被行业记录和保留，成为私人组织的宝贵资产。《通用数据保护条例》（General Data Protection Regulation）在欧盟（包括英国）的实施，从根本上改变了各行各业处理数据的方式。它使公众能够访问由组织收集的有关他们的数据，使这些数据有可能用于造福公众的研究；例如，揭示不良健康结果的生活方式原因。然而，将这些商业数据用于学术研究的一个重大障碍是缺乏公众可接受的研究框架。数据捐赠——个人主动同意捐赠他们的个人数据用于研究的行为——可以使商业数据的使用为社会造福。然而，目前尚不清楚是什么动机（如果有的话）驱使人们为此目的捐赠他们的个人数据。在本文中，我们提出了一项大规模调查（N = 1,300）的结果，该调查研究了捐赠个人数据的意图和原因。我们发现，超过一半的个人愿意捐赠他们的个人数据，用于可能惠及更广泛公众的研究。我们确定了三个不同的捐赠个人数据的原因：实现自我利益的机会，社会责任，以及需要了解数据捐赠的目的。我们开发了一份问卷来衡量这三个原因，并为量表的有效性提供了进一步的证据。我们的研究结果表明，这些原因预测了人们捐赠个人数据的意图，而不是一般的利他动机。我们发现，社会责任是个人数据捐赠意愿的最强预测因子，而了解数据捐赠目的也正向预测个人数据捐赠意愿。相比之下，自私自利的动机与捐赠个人数据的意图呈负相关。本文的调查结果探讨了人们捐赠数据的原因，以帮助告知出于公共利益的学术研究而使用商业收集的个人数据的道德。
Advances in digital technology have led to large amounts of personal data being recorded and retained by industry, constituting an invaluable asset to private organizations. The implementation of the General Data Protection Regulation in the EU, including the UK, fundamentally reshaped how data is handled across every sector. It enables the general public to access data collected about them by organisations, opening up the possibility of this data being used for research that benefits the public themselves; for example, to uncover lifestyle causes of poor health outcomes. A significant barrier for using this commercial data for academic research, however, is the lack of publicly acceptable research frameworks. Data donation-the act of an individual actively consenting to donate their personal data for research-could enable the use of commercial data for the benefit of society. However, it is not clear which motives, if any, would drive people to donate their personal data for this purpose. In this paper we present the results of a large-scale survey (N = 1,300) that studied intentions and reasons to donate personal data. We found that over half of individuals are willing to donate their personal data for research that could benefit the wider general public. We identified three distinct reasons to donate personal data: an opportunity to achieve selfbenefit, social duty, and the need to understand the purpose of data donation. We developed a questionnaire to measure those three reasons and provided further evidence on the validity of the scales. Our results demonstrate that these reasons predict people's intentions to donate personal data over and above generic altruistic motives. We show that a social duty is the strongest predictor of the intention to donate personal data, while understanding the purpose of data donation also positively predicts the intentions to donate personal data. In contrast, self-serving motives show a negative association with intentions to donate personal data. The findings presented here examine people's reasons for data donation to help inform the ethical use of commercially collected personal data for academic research for public good.