CONSUMER ATTITUDES TOWARD SHARING PERSONAL HEALTH AND SHOPPING INFORMATION: A HIERARCHICAL MODEL TO UNDERSTANDING PRIVACY CONCERNS

摘要

The use of personal data to deliver customized and personalized service to consumers is growing exponentially. The immediate collection, integration, and analysis of personal data collection are argued to reduce dramatically wastefulness inherent in prior systems. Consumers are promised individual benefits while government and businesses are promised cost savings and heightened responsiveness to consumers'needs (DemoulinandZidda 2009; HealthIT.gov 2011). Yet the collection of personal data does raise concerns among many consumers, particularly given the regular reports of and concern over breaches of consumer databases. Consumers' concerns about their own privacy have been postulated to be a function of stable individual traits (Hui et al. 2006) and, in other research, to vary with individual traits (Hui et al. 2006; Il-Horn et al. 2007; Sheehan 2002; Smith 1996). The objective of the present research is to determine whether attitudes toward specific programs that use private data are a function of both individual traits as well as context dependent responses.