User data disclosure behavior on smart home devices: Unifying the privacy paradox & the privacy calculus model
This research tested the Privacy Paradox for smart home devices. Ninety-one participants completed a survey to record their self-reported (i.e., anticipated) data disclosure and a behavioral task to observe their actual data disclosure behaviors. In the self-report task, participants were presented a series of disclosure scenarios and indicated whether they would disclose their personal information in that context. In the behavioral task, participants interacted with a functional prototype by completing a series of tasks typical of a smart home. The Privacy Calculus model was tested as an explanatory model of the Privacy Paradox within the context of IoT devices. Use case value, perceived risk of disclosure, privacy concerns, and trust in the smart home device were hypothesized predictors of self-reported and behavioral data disclosure. The observed weak relationship between self-reported and behavioral disclosure provided evidence for the Privacy Paradox. Use case value, privacy concerns, and trust reliably predicted self-reported disclosure, while use case value and perceived risk of disclosure reliably predicted disclosure behaviors. Findings show that when it comes to smart homes, people’s disclosure behaviors do not match their self-reported disclosure and that use case value, perceived risk, privacy concerns, and trust serve as predictors to the Privacy Paradox.
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