Understanding the Effects of Personalization as a Privacy Calculus: Analyzing Self-Disclosure Across Health, News, and Commerce Contexts

被引：133

作者：

Bol, Nadine ^{[1
]}

Dienlin, Tobias ^{[2
]}

Kruikemeier, Sanne ^{[1
]}

Sax, Marijn ^{[3
]}

Boerman, Sophie C. ^{[1
]}

Strycharz, Joanna ^{[1
]}

Helberger, Natali ^{[3
]}

de Vreese, Claes H. ^{[1
]}

机构：

[1] Univ Amsterdam, Amsterdam Sch Commun Res ASCoR, Amsterdam, Netherlands

[2] Univ Hohenheim, Dept Media Psychol, Stuttgart, Germany

[3] Univ Amsterdam, Inst Informat Law IViR, Amsterdam, Netherlands

来源：

JOURNAL OF COMPUTER-MEDIATED COMMUNICATION | 2018年 / 23卷 / 06期

关键词：

Personalization; Privacy Calculus; Perceived Benefits; Perceived Privacy Costs; Trust; Self-Disclosure; INFORMATION; ONLINE; PARADOX; WEB; MODEL; TRUST; TRANSPARENCY; BEHAVIOR; IMPACT;

D O I：

10.1093/jcmc/zmy020

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

The privacy calculus suggests that online self-disclosure is based on a cost-benefit trade-off. However, although companies progressively collect information to offer tailored services, the effect of both personalization and context-dependency on self-disclosure has remained understudied. Building on the privacy calculus, we hypothesized that benefits, privacy costs, and trust would predict online self-disclosure. Moreover, we analyzed the impact of personalization, investigating whether effects would differ for health, news, and commercial websites. Results from an online experiment using a representative Dutch sample (N = 1,131) supported the privacy calculus,revealing that it was stable across contexts. Personalization decreased trust slightly and benefits marginally. Interestingly, these effects were context-dependent: While personalization affected outcomes in news and commerce contexts, no effects emerged in the health context.

引用

页码：370 / 388

页数：19

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