Authors:
Vanessa Bracamonte
1
;
Sebastian Pape
2
and
Sascha Loebner
2
Affiliations:
1
KDDI Research, Inc., Saitama, Japan
;
2
Goethe University Frankfurt, Frankfurt am Main, Germany
Keyword(s):
Privacy Tools, Perceived Value of Information, Affect, Social Presence, Trust, Privacy Concern, User Study.
Abstract:
Research into privacy tools for social media content has found that although there is a positive attitude towards these tools, there are also privacy concerns related to the user information involved. This privacy concern towards privacy tools can be higher than for non-privacy tools of a similar type, but the reason for this difference is not clear. To address this, we conducted an online experiment to compare the effect of a privacy and a non-privacy tool on antecedent factors of privacy concern (Perceived value of personal information, Social presence, Affect and Trust) which are hypothesized to be affected by the different purpose of the tools. The results show that participants had higher affect towards the privacy tool compared to the non-privacy tool. On the other hand, the results also show that participants in the privacy tool group had a higher level of perception of value of their personal information, that is, that the information provided to and inferred by the tool is v
aluable. Finally, both factors mediated a significant but opposing effect of the type of tool on privacy concern.
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