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

An experimental design for evaluation

Conference Paper (2022)
Author(s)

W. Agahari (TU Delft - Information and Communication Technology)

G.A. Reuver (TU Delft - Information and Communication Technology)

Copyright
© 2022 W. Agahari, Mark de Reuver
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Publication Year
2022
Language
English
Copyright
© 2022 W. Agahari, Mark de Reuver
Pages (from-to)
1-11
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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.

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