personalization versus privacy ramnath k. chellappa raymond g. sin chanhong min
TRANSCRIPT
Personalization versus Privacy
Ramnath K. ChellappaRaymond G. Sin
Chanhong Min
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Personalization
The ability to proactively tailor products and product purchasing experiences to tastes of individual consumers based upon their personal and preference information.
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Personalization
1. Vendors’ ability to acquire and process consumer information
2. Consumers’ willingness to share information and use personalization services
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Hypotheses
1. The online consumers’ intention to use personalization services is dependent upon their individual specific value for personalized products, services and purchasing experiences.
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Hypotheses
2. The online consumers’ intention to use personalization services (and hence their willingness to share information) is negatively influenced by the individual specific concern for privacy of their anonymous, personally unidentifiable and personally identifiable information.
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Hypotheses
Anonymous information:ex. IP address, browser version and type, OS
Personally unidentifiable information:ex. Age, date of birth, gender, occupation
Personally identifiable information:ex. Email address, name, address, phone number
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Hypotheses
3. The online consumers’ intention to use personalization services (and hence their willingness to share information) is positively correlated with factors that build trust in the vendor offering personalization services.
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Hypotheses
4. The online consumers’ concern for the privacy of their information is negatively correlated with factors that build trust in the vendor offering personalization services.
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Hypotheses
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Empirical Study
Constructed 10 most popular firms in 5 following industries:• Personal Computers• Automobile• Apparel• Financial services• Travel services
In person survey
243 valid responses
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The Result
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What the result says
The consumers’ value for personalization is more influential than the consumers’ concern for privacy in determining usage of personalization services.
Trust building reduces consumers’ privacy concerns.
Consumers are concerned not only about their personally identifiable information but also anonymous and unidentifiable information.
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Future directions
Other factors:• Gender• Ethnicity• Education• Expertise• Other individual aspects
Context (domain)
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Thank you!
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