Using conjoint analysis to investigate the value of interdependent privacy in social app adoption scenarios

Yu Pu, Jens Grossklags

Research output: Contribution to conferencePaperpeer-review

19 Scopus citations

Abstract

Applying a conjoint study approach, we conduct the first research to quantify the monetary value which users place on their friends' personal information. Utilizing the scenario of social app adoption, we further investigate the impact of the comprehensiveness of shared profile information on valuation, and vary the data collection context, i.e., friends' information is not relevant (T1), or is relevant (T2) to app functionality. The monetary value (measured in US$) which individuals associate with friends' full profile information in T1 ($1.56) differs significantly from the valuation in T2 ($0.98). However, the difference across data collection context is not significant for friends' less sensitive basic profile information (valued at $0.23 in T1, and $0.07 in T2). When considering the self-reported number of online friends, the average valuation for a single friend's profile information is not higher than three cents and as low as a mere fraction of a cent.

Original languageEnglish (US)
StatePublished - Jan 1 2015
Event2015 International Conference on Information Systems: Exploring the Information Frontier, ICIS 2015 - Fort Worth, United States
Duration: Dec 13 2015Dec 16 2015

Other

Other2015 International Conference on Information Systems: Exploring the Information Frontier, ICIS 2015
CountryUnited States
CityFort Worth
Period12/13/1512/16/15

All Science Journal Classification (ASJC) codes

  • Computer Science Applications
  • Statistics, Probability and Uncertainty
  • Library and Information Sciences
  • Applied Mathematics

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