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Privacy calculus and its utility for personalization services in e-commerce: An analysis of consumer decision-making

Research output: Scientific - peer-reviewArticle

Modern consumers increasingly embrace the personalization of services. Whether to disclose private information to companies for the sake of receiving personalized service is largely contingent to relative valuations and the utility of private information. Unfortunately, there is a lack of balanced research that analyzes and reconciles the contradiction between privacy and personalization service. In this study, based on the multi-attribute utility theory (MAUT), we introduce a utility model of privacy in personalization. Our simulation results validate our white-box utility model by demonstrating significant distinctions of calculating benefits and costs among three groups of consumers.
Original languageEnglish
Article numberhttps://doi.org/10.1016/j.im.2016.10.001
Pages (from-to)427-437
JournalInformation & Management
Volume54
Issue number4
DOIs
StatePublished - Oct 2017

    Research areas

  • privacy calculus, personalization service, multi-attribute utility theory (MAUT), trade-off, consumer preferences, fuzzy logic

DOI

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