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Effect of Personalization Provider Characteristics on privacy attitudes and behaviours An Elaboration Likelihood Model Approach Rishabh Agarwal

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Page 1: Effect of Personalization Provider Characteristics on ... › PTQR › rishabh2.pdf · Client-side Personalization is not seen as more protective than American Personalization in

Effect of Personalization Provider Characteristics on privacy attitudes

and behavioursAn Elaboration Likelihood Model Approach

Rishabh Agarwal

Page 2: Effect of Personalization Provider Characteristics on ... › PTQR › rishabh2.pdf · Client-side Personalization is not seen as more protective than American Personalization in

ABSTRACTComputer user have conflict with their desire for privacy,

therefore they tend not to disclose data.

a.) Peripheral route

b.) Client Side

c.) Cloud

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Personalization-privacy paradox1.Privacy Calculus view: Central idea is when people have

to decide whether or not to perform a privacy-relevant

action(such as disclosing a personal data).Determine by

benefits against privacy risk.

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2. Heuristics Shortcuts View: User choice is influenced

by

Willingness to disclose this information.

The order of sensitivity in which items are being asked.

Overall professionalism of user interface design.

The available choice options to choose from.

What is default and how one ask.

Page 5: Effect of Personalization Provider Characteristics on ... › PTQR › rishabh2.pdf · Client-side Personalization is not seen as more protective than American Personalization in

Why to Study Elaboration Likelihood Model?ELM reconcile “rational” privacy calculus view on privacy

decision making with Alternate heuristic view.

ELM is “dual process theory” of attitude formation and

decision making that integrates decision making processes

with different degrees of elaboration.

Page 6: Effect of Personalization Provider Characteristics on ... › PTQR › rishabh2.pdf · Client-side Personalization is not seen as more protective than American Personalization in

According to Elaboration Likelihood Model, people uses two

routes:

“Central Route (High Elaboration)” Line with Privacy Calculus

-more effortful process(such as argument quality, superiority of product,

distinctive features of the product)

“Peripheral Route (Low Elaboration)” Perform a heuristics evaluation

-Often relies on mood or general feeling

Page 7: Effect of Personalization Provider Characteristics on ... › PTQR › rishabh2.pdf · Client-side Personalization is not seen as more protective than American Personalization in

Research Model and hypothesis DevelopmentPersonalization Providers:

American Personalization

Amazon

The Cloud

Client-side personalization

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Hypothesized EFFECTS

Page 9: Effect of Personalization Provider Characteristics on ... › PTQR › rishabh2.pdf · Client-side Personalization is not seen as more protective than American Personalization in

Distinguish factor of information disclosureThe current privacy literature commonly treats information

disclosure as a one dimensional, recent studies have revealed

multidimensional construct, in the sense that different type

of information can be hide from different people. There are 2

distinguish factor of Information Disclosure,

“Demographics”(SELF REPORTED PERSONAL INFORMATION)

“Context Disclosure”(system track smartphone usage data)

Page 10: Effect of Personalization Provider Characteristics on ... › PTQR › rishabh2.pdf · Client-side Personalization is not seen as more protective than American Personalization in

Information Disclosure BehaviorPeople are likely to withhold information when they are

concerned about privacy but at same time are likely to

disclose personal data and forgo privacy in return for

anticipated benefits from personalization. Defined as 2

factor:

System-specific Privacy Concerns (SPC)

Satisfaction (SAT)

Page 11: Effect of Personalization Provider Characteristics on ... › PTQR › rishabh2.pdf · Client-side Personalization is not seen as more protective than American Personalization in

Perceived PRivacy Protection

Perceived Privacy Protection (PPP) is the degree to which

people believe that personalization protect their personal

information.

Page 12: Effect of Personalization Provider Characteristics on ... › PTQR › rishabh2.pdf · Client-side Personalization is not seen as more protective than American Personalization in

General Privacy Concern and Privacy self EfficacyGeneral privacy concerns (GPC) moderate the relationship

between provider and perceived privacy protection.

Privacy self efficacy moderate the relationship between

provider and PPP. PPP is likely to be lower for people with

high levels of PSE except for those who use client-side

personalization

Page 13: Effect of Personalization Provider Characteristics on ... › PTQR › rishabh2.pdf · Client-side Personalization is not seen as more protective than American Personalization in

Online Experiment People were asked to install a smartphone app

that gives wide variety on personal

recommendation on wide variety of topics.

The experiment started with a online survey at

survey website, which introduced participants

to an android app named “check-it-out”.

The survey asked 15 question and then

participant install the app which would give

better recommendations.

The app subsequently ask participants for

various kind of demographic information,

alternating with requests for permission to

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Items requested by check-it-out

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Post Experimental QuestionnairesMeasured with 5 subjective factors using 29 statement for

which user were asked to state their agreement or

disagreement on a 7-point scale.

Self-anticipated satisfaction with check-it-out (SAT).

System-specific privacy concerns (SPC).

Perceived privacy protection (PPP).

General online privacy concern(GPC).

Privacy self-efficacy(PSE).

The next table displays the results of confirmatory factor.

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Survey ITEMS

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Results

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StatisticsFor American Personalization, user who predominantly use the

central route feel less protected than user who predominantly

use the peripheral route.

Client-side Personalization is not seen as more protective than

American Personalization in peripheral route. However, in

contrast to American Personalization the privacy protection

afforded by client-side personalization is the same in both

routes. Participants who predominantly use the peripheral route

think that Amazon protects them more, while this effect is

significantly lower than central route.

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Participants who predominantly use the peripheral route think that

personalization in the Cloud is marginally worse in terms of

protection than at American Personalization and they assume it’s

even worse when the predominantly use central route.

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Referenceshttp://www.ics.uci.edu/~kobsa/papers/201x-JASIST-Kobsa.pdf

http://www.psy.ohio-state.edu/petty/PDF%20Files/1999-

DUAL%20PROCESS-Petty,Wegener.pdf