Privacy calculus: Factors that influence the perception of benefit
Keywords:
Personal data, Personal information, Privacy, Perceived benefit, Privacy calculus, Customisation, Personalization, Information disclosure, Trade-off, User behaviour, Rationality, Motivation, Online, Consumers.Abstract
In many cases, users of online applications and services consciously and willingly hand over personal data to obtain a better service or a price reduction. This action assumes -nominally - that they behaved rationally, estimating and comparing benefits and costs (the potential use of their data and to whom it might be given). People have different perceptions about the benefits that result from handing over personal data. This article investigates the factors that influence this differing perception and concludes that those who are addicted to the internet, whose confidence has not been damaged in the past, with less knowledge, and who are more active on the internet are prone to perceive a greater benefit.
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