University of Twente Student Theses


The Relationship between Transparency, Consumer Trust and Willingness to Share Data - A Vignette Survey

Rickert, J.M. (2016) The Relationship between Transparency, Consumer Trust and Willingness to Share Data - A Vignette Survey.

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Abstract:A new era of technology and connected living is introduced by the Internet of Things industry. Although it is one of the most promising domains of the future, security issues and privacy concerns have kept it from revolutionizing business sectors of any kind. Since collecting and analyzing data is what the Internet of Things is based on, knowing what makes people share sensitive information is crucial to every company wanting to establish itself in this new industry. Therefore, the goal of this study is to identify factors positively influencing people’s willingness to share their data. Derived from driving factors of willingness to share data online, consumer trust and transparency of data were investigated as influencing factors on sharing data for Internet of Things devices. To explore the relationship between consumer trust, transparency of data and willingness to share, empirical research was conducted. A vignette survey was used to avoid bias and ensure respondents apply their answers to an Internet of Things device. Four scenarios were presented to the respondent, to which he had to react to by stating if, given the corresponding scenario, he would share his data. 78 responses were collected over a period of seven days. The results show a significant relationship for both consumer trust and transparency of data with willingness to share. Furthermore transparency of data shows to have a stronger effect on willingness to share than consumer trust. This study provides first insights into the antecedents of people’s willingness to share private information for Internet of Things devices and creates a basis for further research of successful data collection methods in this industry.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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