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

W. Agahari*, G.A. de Reuver

*Corresponding author for this work

Research output: Chapter in Book/Conference proceedings/Edited volumeConference contributionScientificpeer-review

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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.
Original languageEnglish
Title of host publication30th European Conference on Information Systems (ECIS 2022)
PublisherAssociation of the Information Systems (AIS)
Pages1-11
Publication statusPublished - 2022
Event30th European Conference on Information Systems (ECIS 2022): New Horizons in Digitally United Societies - West University of Timisoara, Timisoara, Romania
Duration: 22 Jun 202224 Jun 2022
https://ecis2022.eu/

Conference

Conference30th European Conference on Information Systems (ECIS 2022)
Abbreviated titleECIS 2022
Country/TerritoryRomania
CityTimisoara
Period22/06/2224/06/22
Internet address

Keywords

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

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