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All of me? Users’ preferences for privacy-preserving data markets and the importance of anonymity

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  • Eva-Maria Schomakers

    (RWTH Aachen University)

  • Chantal Lidynia

    (RWTH Aachen University)

  • Martina Ziefle

    (RWTH Aachen University)

Abstract

Privacy-preserving data markets are one approach to restore users’ online privacy and informational self-determination and to build reliable data markets for companies and research. We empirically analyze internet users’ preferences for privacy in data sharing, combining qualitative and quantitative empirical methods. Study I aimed at uncovering users’ mental models of privacy and preferences for data sharing. Study II quantified and confirmed motives, barriers, and conditions for privacy in data markets. Finally, in a conjoint study, trade-offs between decisive attributes that shape the decision to share data are analyzed. Additionally, differences between user groups with high and with low privacy concerns are observed. The results show that the anonymization level has the greatest impact on the willingness to share data, followed by the type of data. Users with higher privacy concerns are less willing to share data in data markets and want more privacy protection. The results contribute to an understanding of how privacy-preserving data markets could be designed to suit users’ preferences.

Suggested Citation

  • Eva-Maria Schomakers & Chantal Lidynia & Martina Ziefle, 2020. "All of me? Users’ preferences for privacy-preserving data markets and the importance of anonymity," Electronic Markets, Springer;IIM University of St. Gallen, vol. 30(3), pages 649-665, September.
    • Handle: RePEc:spr:elmark:v:30:y:2020:i:3:d:10.1007_s12525-020-00404-9
    DOI: 10.1007/s12525-020-00404-9
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    References listed on IDEAS

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    1. Jakob Wirth & Christian Maier & Sven Laumer & Tim Weitzel, 2019. "Perceived information sensitivity and interdependent privacy protection: a quantitative study," Electronic Markets, Springer;IIM University of St. Gallen, vol. 29(3), pages 359-378, September.
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    4. Caroline Lancelot Miltgen & Dominique Peyrat-Guillard, 2014. "Cultural and generational influences on privacy concerns: a qualitative study in seven european countries," Post-Print hal-01116067, HAL.
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    Cited by:

    1. Leogrande, Angelo, 2024. "Regular Internet Users Across the Italian Regions," SocArXiv 86yb7, Center for Open Science.
    2. Renata Benigna Gonçalves & Júlio César Bastos Figueiredo, 2022. "Effects of perceived risks and benefits in the formation of the consumption privacy paradox: a study of the use of wearables in people practicing physical activities," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1485-1499, September.
    3. Anna D’Annunzio & Elena Menichelli, 2022. "A market for digital privacy: consumers’ willingness to trade personal data and money," Economia e Politica Industriale: Journal of Industrial and Business Economics, Springer;Associazione Amici di Economia e Politica Industriale, vol. 49(3), pages 571-598, September.

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