Addressing the personalization-privacy paradox: An empirical assessment from a field experiment on smartphone users

MIS Quarterly: Management Information Systems

Volumn 37, Issue 4, 2013, Pages 1141-1164

  Sutanto, Juliana ^a   Palme, Elia ^b   Tan, Chuan Hoo ^c   Phang, Chee Wei ^d  

^a ETH ZURICH   (Switzerland)

^b Newscron   (Switzerland)

^c CITY UNIVERSITY OF HONG KONG   (Hong Kong)

^d FUDAN UNIVERSITY   (China)

Author keywords

Information boundary theory; Mobile advertising applications; Personalization privacy paradox; Uses and gratification

Indexed keywords

BENCHMARKING; COMMERCE; COMPUTATION THEORY; MARKETING; SMARTPHONES;

BOUNDARY THEORIES; COMMERCIAL INFORMATION; CONTENT GRATIFICATIONS; MOBILE ADVERTISING; PERSONALIZATIONS; PERSONALIZED ADVERTISINGS; USES AND GRATIFICATION THEORIES; USES AND GRATIFICATIONS;

DATA PRIVACY;

EID: 84887413605     PISSN: 02767783     EISSN: 21629730     Source Type: Journal    
DOI: 10.25300/MISQ/2013/37.4.07     Document Type: Article

References (75)

1. Abrahamson, D. 1998. "The Visible Hand: Money, Markets, and Media Evolution," Journalism and Mass Communication Quarterly (75), pp. 14-18.
2. Andrade, E. B., Kaltcheva, V., and Weitz, B. 2002. "Self-Disclosure on the Web: The Impact of Privacy Policy, Reward, and Company Reputation," Advances in Consumer Research (29), pp. 350-353.
3. Angst, C., and Agarwal, R. 2009. "Adoption of Electronic Health Records in the Presence of Privacy Concerns: The Elaboration Likelihood Model and Individual Persuasion," MIS Quarterly (33:2), pp. 339-370.
4. Angwin, J., and Valentino-DeVries, J. 2011. "Apple, Google Collect User Data," The Wall Street Journal, U.S. Edition, April 22 (http://online.wsj.com/article/SB10001424052748703983704576277101723453610. html; accessed July 4, 2011).
5. Ansari, A., and Mela, C. F. 2003. "E-Customization," Journal of Marketing Research (40:2), pp. 131-145.
6. Awad, N. F., and Krishnan, M. S. 2006. "The Personalization Privacy Paradox: An Empirical Evaluation of Information Transparency and the Willingness to be Profiled Online for Personalization," MIS Quarterly (30:1), pp. 13-28.
7. Bargh, M. S., van Eijk, R., Ebben, P., and Salden, A. H. 2003. "Agent- Based Privacy Enforcement of Mobile Services," in Proceedings of International Conference on Advances in Infrastructure for Electronic Business, Education, Science and Medicine and Mobile Technologies on the Internet, L'Aquila, Italy.
8. Brar, A., and Kay, J. 2004. "Privacy and Security in Ubiquitous Personalized Applications," Technical Report No. 561, School of Information Technologies, University of Sydney.
9. Brusilovsky, P., and Tasso, C. 2004. "Preface to Special Issue on User Modeling for Web Information Retrieval," User Modeling and User- Adapted Interaction (14:2-3), pp. 147-157
10. Bulander, R., Decker, M., Kölmel, B., and Schiefer, G. 2005. "Enabling Personalized and Context Sensitive Mobile Advertising while Guaranteeing Data Protection," in Proceedings of the EUROmGOV 2005, Mobile Government International LLC, Brighton, UK, pp. 445-454.
11. Chellappa, R. K., and Sin, R. 2005. "Personalization Versus Privacy: An Empirical Examination of the Online Consumer's Dilemma," Information Technology and Management (6:2-3), pp. 181-202.
12. Clifford, S. 2009. "Advertisers Get a Trove of Clues in Smartphones," The New York Times, Media & Advertising, March 11 (http://www.nytimes.com/2009/03/11/business/media/11target.html; accessed May 5, 2011).
13. Culnan, M. J., and Milne, G. R. 2001. "The Culnan-Milne Survey on Consumers and Online Privacy Notices: Summary of Responses," Interagency Public Workshop: Getting Noticed: Writing Effective Financial Privacy Notices, December 4 (http://www.ftc.gov/bcp/workshops/glb/supporting/culnan-milne.pdf).
14. Cutler, N. E., and Danowski, J. A. 1980. "Process Gratification in Aging Cohorts," Journalism Quarterly (57:Summer), pp. 269-277.
15. DeZoysa, S. 2002. "Mobile Advertising Needs to Get Personal," Telecommunications: International Edition (36:2), p. 8.
16. Dhar, S., and Varshney, U. 2011. "Challenges and Business Models for Mobile Location-Based Services and Advertising," Communications of the ACM (54:5), pp. 121-129.
17. Federal Trade Commission. 2010. "Protecting Consumer Privacy in an Era of Rapid Change: A Proposed Framework for Businesses and Policymakers," Preliminary FTC Staff Report, December (http://ftc.gov/os/2010/12/ 101201privacyreport.pdf).
18. Fox, S. 2000. "Trust and Privacy Online: Why Americans Want to Rewrite the Rules," The Pew Internet & American Life Project (available at http://www.pewinternet.org).
19. Gartner, Inc. 2009. "Gartner's Top Predictions for IT Organizations and Users, 2010 and Beyond: A New Balance," Gartner's Research ID Number G00173482).
20. Gedik, B., and Liu, L. 2008. "Protecting Location Privacy with Personalized K-Anonymity: Architecture and Algorithms," IEEE Transactions on Mobile Computing (7:1), pp. 1-18.
21. Ha, L., and James, E. L. 1998. "Interactivity Reexamined: A Baseline Analysis of Early Business Web Sites," Journal of Broadcasting & Electronic Media (42), pp. 457-474.
22. Hann, I. H., Hui, K. L., Lee, T. S. Y., and Png, I. P. L. 2002. "Online Information Privacy: Measuring the Cost-Benefit Tradeoff," in Proceedings of the 23rd International Conference on Information Systems, Barcelona, Spain, December 15-18, pp. 1-10.
23. Harrison, G. W., and List, J. A. 2004. "Field Experiments," Journal of Economic Literature (42:4), pp. 1009-1055.
24. Haselton, T. 2012. "Congress Probes Apple Over Path Address Book Debacle, Apple to Require 'Explicit User Approval,'" TechnoBuffalo, February 15 (http://www.technobuffalo.com/news/congress-probes-apple-over-path- address-book-debacle-apple-torequire-explicit-user-approval; accessed March 23, 2012).
25. Heerink, M., Kröse, B., Wielinga, B., Evers, V. 2008. "Enjoyment, Intention to Use and Actual Use of a Conversational Robot by Elderly People," in Proceedings of the 3rd ACM/IEEE International Conference on Human-Robot Interaction, pp. 113-119.
26. Hui, K. L., Teo, H. H., and Lee, T. S. Y. 2007. "The Value of Privacy Assurance: An Exploratory Field Experiment," MIS Quarterly (31:1), pp. 19-33.
27. Hutchinson, R. 2011. "50 Percent of iPhone Apps Can Track User Data," Applie News, January 26 (http://www.geeky-gadgets.com/50-percent-of- iphone-apps-can-track-user-data-26-01-2011; accessed July 4, 2011).
28. Iyer, B., and Davenport, T. H. 2008. "Reverse Engineering Google's Innovation Machine," Harvard Business Review (86:4), pp. 56-68.
29. Jensen, C., Potts, C., and Jensen, C. 2005. "Privacy Practices of Internet Users: Self-Report Versus Observed Behavior," International Journal of Human Computer Studies (63:1-2), pp. 203-227.
30. Kavassalis, P., Spyropoulou, N., Drossos, D., Mitrokostas, E., Gikas, G., and Hatzistamatiou, A. 2003. "Mobile Permission Marketing: Framing the Market Inquiry," International Journal of Electronic Commerce (8:1), pp. 55-79.
31. Klapper, J. T. 1963. "Mass Communication Research: An Old Road Resurveyed," Public Opinion Quarterly (27), pp. 515-527.
32. Lee, O. 2001. Internet Marketing Research: Theory and Practice, Hershey, PA: Idea Group Publishing.
33. Lee, Y. E., and Benbasat, I. 2003. "Interface Design for Mobile Commerce," Communications of the ACM (46:12), pp. 49-52.
34. Lin, C. 1999. "Online Service Adoption Likelihood," Journal of Advertising Research (39), pp. 79-89.
35. Long, J. S., and Freese, J. 2006. Regression Models for Categorical Dependent Variables Using Stata (2nd ed.), College Station, TX: Stata Press.
36. McGuire, W. J. 1974. "Psychological Motives and Communication Gratification," in The Uses of Mass Communications: Current Perspectives on Gratifications Research, J. Blumler and E. Kaatz (eds.), Beverly Hills, CA: Sage Publications, pp. 167-196.
37. Norberg, P. A., Horne, D. R., and Horne, D. A. 2007. "The Privacy Paradox: Personal Information Disclosure Intentions Versus Behaviors," Journal of Consumer Affairs (41), pp. 100-126.
38. Peppers, D., and Rogers, M. 1997. The One to One Future, New York: Doubleday.
39. Petronio S. 1991. "Communication Boundary Management: A Theoretical Model of Managing Disclosure of Private Information between Marital Couples," Communication Theory (1), pp. 311-335.
40. Phelps, J., Nowak, G., and Ferrell, E. 2000. "Privacy Concerns and Consumer Willingness to Provide Personal Information," Journal of Public Policy & Marketing (19:1), pp. 27-41.
41. Rognehaugh, R. 1999. The Health Information Technology Dictionary, Gaithersburg, MD: Aspen.
42. Rubin, A. M. 1985. "Uses and Gratifications: Quasi-Functional Analysis," in Broadcasting Research Methods, J. Dominick and J. Fletcher (eds.), Boston: Allyn and Bacon, pp. 202-220.
43. Rubin, A. M. 1993. "Audience Activity and Media Use," Communication Monographs (60:1), pp. 98-105.
44. Ruggiero, T. E. 2000. "Uses and Gratifications Theory in the 21st Century," Mass Communication and Society (3:1), pp. 3-37.
45. Sheng, H., Nah, F. F. H., and Siau, K. 2008. "An Experimental Study on Ubiquitous Commerce Adoption: Impact of Personalization and Privacy Concerns," Journal of the Association for Information Systems (9:6), Article 15.
46. Shi, X. 2006. "Sharing Service Semantics Using SOAP-Based and REST Web Services," IT Professional (8), pp. 18-24.
47. Simonson, I. 2005. "Determinants of Customers' Responses to Customized Offers: Conceptual Framework and Research Propositions," Journal of Marketing (69), pp. 32-45.
48. Smith, H. J., Milberg, S. J., and Burke, S. J. 1996. "Information Privacy: Measuring Individuals' Concerns About Organizational Practices," MIS Quarterly (20:2), pp. 167-196.
49. Solove, D. J. 2006. "A Raxonomy of Privacy," University of Pennsylvania Law Review (154:3) pp. 477-560.
50. Song I., LaRose R., Eastin M. S., and Lin C. A. 2004. "Internet Gratifications and Internet Addiction: On the Uses and Abuses of New Media," Cyberpsychol. Behavior (7:4), pp. 384-94.
51. Stafford, M. R., and Stafford, T. F. 1996. "Mechanical Commercial Avoidance: A Uses and Gratifications Perspective," Journal of Current Issues and Research in Advertising (18), pp. 27-38.
52. Stafford, T. F., and Stafford, M. R. 2000. "Consumer Motivations to Engage in Electronic Commerce: Uses and Gratifications of the World Wide Web," in Electronic Commerce: Opportunities and Challenges, S. Rahman and M. Raisinghani (eds.), Hershey, PA: Idea Group Publishing.
53. Stafford, T. F., and Stafford, M. R. 2001. "Investigating Social Motivations for Internet Use," in Internet Marketing Research: Theory and Practice, O. Lee (ed.), Hershey, PA: Idea Group Publishing, pp. 93-107.
54. Stafford, T. F., Stafford, M. R., and Schkade, L. L. 2004. "Determining Uses and Gratifications for the Internet," Decision Sciences (35:2), pp. 259-288.
55. Stanton, J. M. 2003. "Information Technology and Privacy: A Boundary Management Perspective," in Socio-Technical and Human Cognition Elements of Information Systems, S. Clarke, E. Coakes, M. Hunter, and A. Wenn (eds.), Hershey, PA: Idea Books, pp. 79-103.
56. Stanton, J. M., and Stam K. 2003. "Information Technology, Privacy, and Power Within Organizations: A View from Boundary Theory and Social Exchange Perspectives," Surveillance and Society (1:2), pp. 152-190.
57. Stanton, J. M., and Weiss, E. M. 2000. "Electronic Monitoring in Their Own Words: An Exploratory Study of Employees' Experiences with New Types of Surveillance," Computers in Human Behavior (16), pp. 423-440.
58. Stewart, D. W., and Pavlou, P. A. 2002. "From Consumer Response to Active Consumer: Measuring the Effectiveness of Interactive Media," Journal of the Academy of Marketing Science (30:4), pp. 376-396.
59. Swanson, D. L 1992. "Understanding Audiences: Continuing Contributions of Gratifications Research," Poetics (21:4), pp. 305-28.
60. Tode, C. 2012. "App Developers Face Mounting Pressures on Privacy," Mobile Marketer (http://www.mobilemarketer.com/cms/news/legal- privacy/12143.html; accessed March 23, 2012).
61. Treiblmaier, H., and Pollach, I. 2007. "Users' Perceptions of Benefits and Costs of Personalization," in Proceedings of the 28th International Conference on Information Systems, December 9-12, Montreal, Canada.
62. Utz, S., and Kramer, N. 2009. "The Privacy Paradox on Social Network Sites Revisited: The Role of Individual Characteristics and Group Norms," Cyberpsychology: Journal of Psychosocial Research on Cyberspace (3:2).
63. Venkatesh, V., Speier, C., and Morris, M. G. 2003. "User Acceptance Enablers in Individual Decision Making about Technology: Toward an Integrated Model," Decision Sciences (33:2) pp. 297-316.
64. Vizard, M. 2010. "Personalization vs. Privacy in the Age of the Mobile Web," IT Business Edge (http://www.itbusinessedge.com/cm/blogs/ vizard/personalization-vs-privacy-in-the-age-of-themobile-web/?cs=44892).
65. Watson, R. T., Pitt, L. L., Berthon, P., and Zinkhan, G. M. 2002. "U-Commerce: Expanding the Universe of Marketing," Journal of the Academy of Marketing Science (30:4), pp. 333-347.
66. West, P. M., Ariely, D., Bellman, S, Bradlow, E., Huber, J., Johnson, E., Kahn, B., Little, J., and Schkade, D. 1999. "Agents to the Rescue?," Marketing Letters (10:3), pp. 285-300.
67. Xu, H. 2007. "The Effects of Self-Construal and Perceived Control on Privacy Concerns," in Proceedings of 28th International Conference on Information Systems, December 9-12, Montreal, Canada.
68. Xu, H., Dinev, T., Smith, H. J., and Hart, P. 2008. "Examining the Formation of Individual's Information Privacy Concerns: Toward an Integrative View," in Proceedings of 29th Annual International Conference on Information Systems, December 14-17, Paris, France, Paper 6.
69. Xu, H., Luo, X., Carroll, J. M., and Rosson, M. B. 2011. "The Personalization Privacy Paradox: An Exploratory Study of Decision Making Process for Location-Aware Marketing," Decision Support Systems (51), pp. 42-52.
70. Xu, H., Teo, H-H., and Tan, B. C. Y. 2005. "Predicting the Adoption of Location-Based Services: The Role of Trust and Perceived Privacy Risk," in Proceedings of 26th International Conference on Information Systems, December 11-14, Las Vegas, NV, pp. 897-910.
71. Yi, M. U., and Hwang, Y. 2003. "Predicting the Use of Web-Based Information Systems: Self-Efficacy, Enjoyment, Learning Goal Orientation, and the Technology Acceptance Model," International Journal of Human-Computer Studies (59:4), pp. 431-449.
72. Youssef, M., Atluri, V., and Adam, N. R. 2005. "Preserving Mobile Customer Privacy: An Access Control System for Moving Objects and Customer Profiles," in Proceedings of 6th International Conference Mobile Data Management, pp. 67-76.
73. Zakaria, N., Stam, K., and Stanton, J. M. 2003. "Exploring Security and Privacy Issues in Hospital Information Systems: An Information Boundary Theory Perspective," American Medical Informatics Association Annual Symposium: Foundations of Informatics, Washington, D.C., November 8-12.
74. Zakaria, N., Stanton, J. M., and Sarker-Barney, S. T. M. 2003. "Designing and Implementing Culturally-Sensitive IT Applications: The Interaction of Culture Values and Privacy Issues in the Middle East," Information Technology & People (16:1), pp. 49-75.
75. Zeng, L. 2011. "More than Audio on the Go: Uses and Gratifications of MP3 Players," Communication Research Reports (28:1), pp. 97-108.