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Big Brother Is Watching You : The Impact of Consumer Understanding and Awareness of Data-Based Personalization on Consumer Attitude

Bastian, P.B (2017) Big Brother Is Watching You : The Impact of Consumer Understanding and Awareness of Data-Based Personalization on Consumer Attitude.

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Abstract:Smart technologies spread into more aspects of consumers’ daily lives, leading to the creation of massive data sets. These give real-time insights into actual consumer behavior, which results in an increasing personalization of the consumer web experience, thereby creating a privacy paradox: Consumers are highly concerned about online privacy, but also do not invest the time to carefully read and understand companies’ privacy statements. To reduce this privacy paradox consumer understanding and awareness of data-driven personalization needs to be facilitated.The aim of this study was to test whether the facilitation of consumer understanding and awareness of data collection and sharing practices affects consumer attitude towards data-driven personalization and companies engaging in it. A 3 (personalization: no, medium, high) x 2 (watching eyes: eyes present, no eyes) factorial design was used. The dependent variables were app data safety, data sharing attitude, company trustworthiness, company likeability and intention to download the app. An online survey was conducted with 151 participants. The stimulus was a fitness app, with the app permissions functioning as experimental manipulation.
Item Type:Essay (Master)
Clients:
1992, Deutschland
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/72531
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