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The value of online information privacy: An empirical investigation

Authors Hann, IIhorn
Hui, Kai Lung View this author's profile
Lee, Sangyong Tom
Png, Ivan P.L.
Issue Date 2009
Source New York Times , v. 1, September 2009
Summary Concern over online information privacy is widespread and rising. However, prior research is silent about the value of information privacy in the presence of potential benefits from sharing personally identifiable information. We analyzed individuals' trade-offs between the benefits and costs of providing personal information to websites. We found that benefits - monetary reward and future convenience - significantly affect individuals' preferences over websites with differing privacy policies. We also quantified the value of website privacy protection. Among U.S. subjects, protection against errors, improper access, and secondary use of personal information is worth US$30.49 - 44.62. Finally, we identified three distinct segments of Internet consumers - privacy guardians, information sellers, and convenience seekers.
Language English
Format Article