Privacy calculus or heuristic cues? The dual process of privacy decision making on Chinese social media

Heuristics Identified in Health Data-Sharing Preferences of Patients With Cancer: Qualitative Focus Group Study

BACKGROUND

Evaluating precision oncology outcomes requires access to real-world and clinical trial data. Access is based on consent, and consent is based on patients' informed preferences when deciding to share their data. Decision-making is often modeled using utility theory, but a complex decision context calls for a consideration of how heuristic, intuitive thought processes interact with rational utility maximization. Data-sharing decision-making has been studied using heuristic theory, but almost no heuristic research exists in the health data context. This study explores this evidence gap, applying a qualitative approach to probe for evidence of heuristic mechanisms behind the health data-sharing preferences of those who have experienced cancer. Exploring qualitative decision-making reveals the types of heuristics used and how they are related to the process of decision-making to better understand whether consent mechanisms should consider nonrational processes to better serve patient decision-making.

OBJECTIVE

This study aimed to explore how patients with cancer use heuristics when deciding whether to share their data for research.

METHODS

The researchers conducted a focus group study of Canadians who have experienced cancer. We recruited participants through an online advertisement, screening individuals based on their ability to increase demographic diversity in the sample. We reviewed the literature on data-sharing platforms to develop a semistructured topic guide on concerns about data sharing, incentives to share, and consent and control. Focus group facilitators led the open-ended discussions about data-sharing preferences that revealed underlying heuristics. Two qualitative analysts coded transcripts using a heuristic framework developed from a review of the literature. Transcripts were analyzed for heuristic instances which were grouped according to sociocultural categories. Using thematic analysis, the analysts generated reflexive themes through norming sessions and consultations.

RESULTS

A total of 3 focus groups were held with 19 participants in total. The analysis identified 12 heuristics underlying intentions to share data. From the thematic analysis, we identified how the heuristics of social norms and community building were expressed through altruism; the recognition, reputation, and authority heuristics led to (dis)trust in certain institutions; the need for security prompted the illusion of control and transparency heuristics; and the availability and affect heuristics influenced attitudes around risk and benefit. These thematic relationships all had impacts on the participants' intentions to share their health data.

CONCLUSIONS

The findings provide a novel qualitative understanding of how health data-sharing decisions and preferences may be based on heuristic processing. As patients consider the extent of risks and benefits, heuristic processes influence their assessment of anticipated outcomes, which may not result in rational, truly informed consent. This study shows how considering heuristic processing when designing current consent mechanisms opens up the opportunity for more meaningful and realistic interactions with the complex decision-making context.

Can Stress Put Digital Privacy at Risk? Evidence from a Controlled Experiment Examining the Impact of Acute Stress on Privacy Decisions on a Simulated Social Network Site

Internet and Communication Technologies (ICTs) can foster efficient communication and knowledge acquisition, but there are also tradeoffs in terms of risks to one's privacy. Previous research, including work with the privacy calculus framework, indicates that factors such as perceived risks and benefits of using ICTs, ICT trust, and general privacy concerns can influence individuals' digital privacy-related decisions. One pervasive psychological factor that may potentially alter such privacy-related behaviors is acute stress. Acute stress can promote risk-seeking behaviors and a tendency to prefer immediate rewards over delayed, greater value rewards. However, the effect of acute stress in the applied context of privacy decision making is relatively unknown. Participants (N = 143) in this study were randomly assigned to either an acute stress task (socially evaluated cold pressor task) or an active control task (lukewarm water alone). Results revealed that acute stress condition increased information disclosure, as indexed by accepting more online cookies, sharing one's location more frequently, and revealing greater willingness to self-disclose personal information. In addition, the impact of individuals' levels of perceived risk and benefits, trust, and privacy concern on privacy decision making was examined. However, none of these constructs consistently influenced privacy decisions over and above the effect of stress. Overall, our findings suggest that acute stress has robust, independent influence on privacy decision making.

Examining the Intention of Authorization via Apps: Personality Traits and Expanded Privacy Calculus Perspectives

By integrating the extended privacy calculus theory with the Big Five personality theory, this research proposes and validates a conceptual model in the context of mobile application (App) information authorization. It investigates the implications of each component of privacy costs, privacy advantages, and trust on users’ willingness to authorize their information, and explores how the five personality traits affect App users’ perceived benefits, privacy concern, and trust. Simultaneously, the links between prior negative experience and privacy concern as well as the final authorizing willingness were uncovered. We employed a questionnaire to collect 455 users’ data, and the partial least squares structural equation model (PLS-SEM) was used to test the hypotheses. The findings demonstrate that App users’ perceived benefits and trust have a positive impact on their privacy authorization intention, whereas privacy concerns negatively affect their disclosure willingness. Just as Extraversion and Agreeableness would make someone pay a heightened attention to the benefits, agreeable, neurotic, and conscientious users are more easily stimulated by privacy concern. Respectively, Agreeableness and Neuroticism affect users’ trust positively and negatively. Additionally, prior negative experience will trigger an individual’s privacy concern, which in turn hinders their willingness to authorize his/her information. All of the aforementioned can serve as a guide for App providers as they optimize the features of their products and services, implement the necessary privacy protections to alleviate users’ privacy concern, and boost users’ trust belief. More importantly, these results effectively demonstrate the significance of personal traits in the formation of users’ privacy perceptions.

Analysis of Factors Influencing Public Behavior Decision Making: Under Mass Incidents

Most mass incidents are created by economic or social concerns brought on by fast socioeconomic change and poor local government. The number of mass occurrences in China has significantly increased in recent years, putting the country’s steady growth and public behavior decision-making in harm. We examine the factors that influence public behavior decision-making in the following significant factors, contributing to the development of effective prevention and response strategies. The structural equation (SEM) approach is used to analyze the main determinants influencing public behavioral decisions in the aftermath of mass incidents using surveys of a large population. The finding shows that media plays a mediating role in the relationship between mass occurrences and influencing factors impacting public emotion. The direct and indirect effects of public behavior decision-making and its role increasingly social changes as things happen, government credibility, media plays mediating role in public emotional factors. All directly impact public behavior decision-making, while emotional factors have an indirect impact via media intermediaries. The escalation of public behavior decisions is seen as a result of structural transmission and the increase of dynamic as well as other factors.

Innovation Diffusion: The Influence of Social Media Affordances on Complexity Reduction for Decision Making

Social media is a prominent communication platform. Its active usage permeates all generations and it is imperative that the platform be fully optimized for knowledge transfer and innovation diffusion. However, there are several considerations regarding platform usage, including media affordances. Social media affordances enable users to interact with the world around them through features of modality, agency, interactivity, and navigation. Previous studies have indicated that social media affordances significantly influence user behavior and usage. However, research exploring the effect of social media affordances on knowledge acquisition and the reduction of decision-making complexities is limited. Therefore, focusing on 179 paddy farmers in Malaysia, this study examined the effect of social media affordances on information quality, knowledge acquisition, and complexity reduction regarding innovation adoption decisions using a quantitative approach. This study’s findings reveal that social media affordances have a significant effect on perceived information quality, knowledge acquisition, and complexity reduction.

Accessing the Influence of Perceived Value on Social Attachment: Developing Country Perspective

Perceived value has a positive impact on users' social attachment in social media usage contexts and is a topic at the forefront of current research in consumer behavior. Although studies have begun to investigate the factors influencing social attachment, there is a lack of research on how perceived value affects social attachment. Therefore, this study uses privacy concern theory, to build a theoretical model with moderated and mediation roles, using Chinese Tik Tok users as data and survey sample, and applying Mplus7.0 to analyze the mediation mechanism and boundary conditions of the relationship between perceived value and social attachment through the structural equation model. In Study 1, data were collected from 600 Tik Tok users to verify the mediating role of the sense of belonging in perceived value and social attachment relationship. The users participating in the questionnaire survey were mainly from mainland China. In Study 2, two waves of data were collected from 500 Tik Tok users to verify the mediating role of the sense of belonging, and support part of the moderating role of privacy concern. However, except that the relationship between information value and social attachment is inhibited by privacy concern, the relationship between entertainment and social value and social attachment is not regulated by privacy concern. This research examines the practical effects of perceived value in the context of social media use, reveals the internal mechanism of the impact of perceived value on social attachment, and provides a reference for the innovative management and commercial practice of social media.

Why people need privacy? The role of privacy fatigue in app users' intention to disclose privacy: based on personality traits

Purpose

Mobile Applications (App) privacy has become a prominent social problem. Compared with privacy concerns, this study examines a relatively novel concept of privacy fatigue and explores its effect on the users’ intention to disclose their personal information via mobile Apps. In addition, the personality traits are proposed as antecedents that will induce the personal perception of privacy fatigue and privacy concerns differently.

Design/methodology/approach

Data were collected from 426 respondents. Structure equation modeling was used to test the hypotheses.

Findings

The findings describe that App users’ intention toward personal information disclosure is determined by privacy fatigue and privacy concerns, but the former has a greater impact. With minor exceptions, the two factors are also influenced by different personality traits. Specifically, neuroticism has positive effects on privacy fatigue, but agreeableness and extraversion have presented the opposite results on the two variables.

Practical implications

This research is very scarce to examine the joint effects of privacy fatigue, privacy concerns and personality traits on App users’ disclosing intention. In doing so, these results will be of benefit to App providers and platform managers and can be the basis for a variety of follow-up studies.

Originality/value

While previous research just focuses on privacy concerns, this study explores the critical roles of privacy fatigue and opens up a new avenue of emotion-attitude analysis that can further increase the specificity and richness of users’ privacy research. Additionally, implications for personality traits as antecedents in the impact of App users’ privacy emotions and attitudes are discussed.

From freemium to premium: the roles of consumption values and game affordance

Purpose

The purpose of this paper is to facilitate understanding of how to convert free players to paid consumers in free-to-play games.

Design/methodology/approach

Drawing on the consumption value framework and affordance theory, the present study argues that in-game purchase behaviors are determined by multiple consumption values of in-game items. The perceptions of consumption values were influenced by game affordances. The model was tested, using data from an empirical survey with 2,006 free-to-play game players.

Findings

Monetary, enjoyment and social values of in-game items positively predict purchase behaviors in free-to-play games. Game fairness and balance of challenges and skills significantly influence perceived enjoyment value.

Research limitations/implications

The findings of this study provide operable implications to facilitate in-game consumption. The model was tested within the context of free-to-play multiplayer online battle arena (MOBA) games; however, caution is advisable when generalizing the findings to other subgenre of games.

Originality/value

This study extended and thus validated the consumption value framework in the context of free-to-play MOBA games. This study explored the antecedents of consumption values from the perspective of game affordance.