Rethinking consumers' data sharing decisions with the emergence of multi-party computation

Rethinking consumers' data sharing decisions with the emergence of multi-party computation: An experimental design for evaluation

Agahari, W. (TU Delft Information and Communication Technology)
de Reuver, G.A. (TU Delft Information and Communication Technology)

2022

Consumers are increasingly reluctant to share their personal data with businesses due to mounting concerns over privacy and control. Emerging privacy-enhancing technologies like multi-party computation (MPC), which allows generating insights while consumers retain data control, are challenging the current understanding of why consumers share their data. In this research-in-progress paper, we develop and evaluate an instrument and experimental design to investigate the impact of MPC on consumers’ willingness to share data and its antecedents. Preliminary analysis from a pre-study (N=300) indicates a good fit for our model. Also, MPC enhances consumers’ control and trust while reducing privacy concerns and risk, ultimately increasing data sharing willingness. The findings suggest that privacy-enhancing technologies significantly affect both the willingness to share data itself and its typical antecedents. The next step will conduct a large-scale online experiment using the developed instruments to evaluate further the impact of MPC on consumers’ willingness to share data.

Multi-party Computation
willingness-to-share
Experimental research
information privacy
Privacy-enhancing technologies

http://resolver.tudelft.nl/uuid:624e946c-7a14-468e-8b48-f6d2cd7f16c4

Association of the Information Systems (AIS)

30th European Conference on Information Systems (ECIS 2022)

30th European Conference on Information Systems (ECIS 2022), 2022-06-22 → 2022-06-24, West University of Timisoara, Timisoara, Romania

Institutional Repository

conference paper

© 2022 W. Agahari, G.A. de Reuver