Overcoming Online information privacy concerns: An information-processing theory approach
Overcoming Online information privacy concerns: An information-processing theory approach
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DOI：
10.2753/mis0742-1222240202
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发表时间：
2007-09-01
影响因子：
7.7
通讯作者：
Png, Ivan P. L.
中科院分区：
文献类型：
--
作者：
Hann, Il-Horn;Hui, Kai-Lung;Png, Ivan P. L.
互联网的出现使得个人可识别信息的传输变得更加常见，而且往往是用户无意的。随着个人信息变得更容易获取，个人担心企业滥用他们在线时收集的信息。组织试图通过两种方式缓解这种担忧：(1)提供有关个人信息处理和使用的隐私政策；(2)提供经济收益或便利等好处。在本文中，我们在动机的信息加工理论的背景下解释了这些行为。信息处理理论，也被称为动机行为背景下的期望理论，建立在人们处理关于行为-结果关系的信息的前提下。通过这样做，他们形成了期望，并就选择什么行为做出了决定。使用实验设置，我们经验性地验证了这样的预测，即缓解隐私担忧的方法与导致动机分数增加的积极价态相关。在一项联合分析中，来自美国和新加坡的268名参与者面临着权衡的情况，一个组织可能只提供不完整的隐私保护或一些好处。虽然隐私保护(防止二次使用、不正当访问和错误)与正价位相关，但我们也发现，经济收益和便利性可以显著提高个人在网站注册的动机分数。我们发现，利益-金钱奖励和未来的便利-显著影响个人对不同隐私政策的网站的偏好。我们还量化了网站隐私保护的价值。在美国受试者中，针对个人信息的错误、不正当访问和二次使用的保护价值为30.49-44.62美元。最后，我们的方法还允许我们识别互联网用户的三个不同部分-隐私卫士、信息销售者和便利寻求者。
The advent of the Internet has made the transmission of personally identifiable information more common and often unintended by the user. As personal information becomes more accessible, individuals worry that businesses misuse the information that is collected while they are online. Organizations have tried to mitigate this concern in two ways: (1) by offering privacy policies regarding the handling and use of personal information and (2) by offering benefits such as financial gains or convenience. In this paper, we interpret these actions in the context of the information-processing theory of motivation. Information-processing theories, also known as expectancy theories in the context of motivated behavior, are built on the premise that people process information about behavior-outcome relationships. By doing so, they are forming expectations and making decisions about what behavior to choose. Using an experimental setting, we empirically validate predictions that the means to mitigate privacy concerns are associated with positive valences resulting in an increase in motivational score. In a conjoint analysis exercise, 268 participants from the United States and Singapore face trade-off situations, where an organization may only offer incomplete privacy protection or some benefits. While privacy protections (against secondary use, improper access, and error) are associated with positive valences, we also find that financial gains and convenience can significantly increase individuals' motivational score of registering with a Web site. We find that benefits-monetary reward and future convenience-significantly affect individuals' preferences over Web sites with differing privacy policies. We also quantify the value of Web site privacy protection. Among U.S. subjects, protection against errors, improper access, and secondary use of personal information is worth $30.49-$44.62. Finally, our approach also allows us to identify three distinct segments of Internet users-privacy guardians, information sellers, and convenience seekers.