The Disclosure of Private Data : Measuring the Privacy Paradox in Digital Services

Titelangaben

Gimpel, Henner ; Kleindienst, Dominikus ; Waldmann, Daniela:
The Disclosure of Private Data : Measuring the Privacy Paradox in Digital Services.
In: Electronic Markets. Bd. 28 (2018) . - S. 475-490.
ISSN 1422-8890
DOI: https://doi.org/10.1007/s12525-018-0303-8

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Abstract

Privacy is a current topic in the context of digital services because such services demand mass volumes of
consumer data. Although most consumers are aware of their personal privacy, they frequently do not behave
rationally in terms of the risk-benefit trade-off. This phenomenon is known as the privacy paradox. It is a
common limitation in research papers examining consumers’ privacy intentions. Using a design science
approach, we develop a metric that determines the extent of consumers’ privacy paradox in digital services on
the basis of the theoretical construct of the privacy calculus. We demonstrate a practical application of the metric
for mobile apps. With that, we contribute to validating respective research findings. Moreover, among others,
consumers and companies can be prevented from unwanted consequences with regard to data privacy issues and
service market places can provide privacy-customized suggestions.