Factors affecting students' personalization vs. privacy decisions

Maor Weinberger, Dan Bouhnik

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

In this exploratory study we investigate the attitudes and influential factors of users' decisions in the dilemma whether to agree to online personalization or to protect their personal privacy. Various factors relating to online privacy and anonymity were considered, such as user's privacy concern on the Web in general and particularly on social networks, user online privacy literacy and field of study. To this end, a user study was carried out among 155 students of the Israeli academia, via a quantitative method using closed-ended questionnaires. The multivariate linear regression analysis showed that privacy concern strongly predicts users' decision in the personalization-privacy tradeoff. This research may be useful for finding ways to bridge the gap between users' previously reported desire for online personalization and protection of online privacy. The conclusions may also serve as a mean to mitigate online privacy paradox behavior.

Original languageEnglish
Title of host publicationICSIT 2018 - 9th International Conference on Society and Information Technologies, Proceedings
EditorsAndres Tremante, Michael Savoie, Belkis Sanchez, Nagib C. Callaos, Jeremy Horne
PublisherInternational Institute of Informatics and Systemics, IIIS
Pages41-43
Number of pages3
ISBN (Electronic)9781941763780
StatePublished - 2015
Event9th International Conference on Society and Information Technologies, ICSIT 2018 - Orlando, United States
Duration: 13 Mar 201816 Mar 2018

Publication series

NameICSIT 2018 - 9th International Conference on Society and Information Technologies, Proceedings

Conference

Conference9th International Conference on Society and Information Technologies, ICSIT 2018
Country/TerritoryUnited States
CityOrlando
Period13/03/1816/03/18

Bibliographical note

Publisher Copyright:
© 2015 International Institute of Informatics and Systemics IIIS. All rights reserved.

Keywords

  • Online literacy
  • Online personalization
  • Online privacy behavior
  • Online privacy self-efficacy
  • Privacy concern
  • Privacy paradox

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