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

An experimental design for evaluation

More Info
expand_more

Published Date

2022

Language

English

Reuse Rights

Other than for strictly personal use, it is not permitted to download, forward or distribute the text or part of it, without the consent of the author(s) and/or copyright holder(s), unless the work is under an open content license such as Creative Commons.

Abstract

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.