Over the last decades, personal data has become a crucial asset for digital services. The exploitation of this asset, however, entails severe threats to privacy. Recently, so-called Privacy Dashboards have been presented, which are tools that allow users to gain insight and exercise control over data that a digital service provider has accumulated about them. This innovation enables not only privacy protection but also new ways of collaboration of users and providers of digital services. Privacy Dashboards have the potential to allow users to participate in the generation of user profiles for personalized services, thereby contributing to improved services. However, while a variety of Privacy Dashboards has been presented, factors leading to their actual adoption by users are largely unexplored. To fill this research gap, this paper provides an empirical analysis of antecedents of users’ adoption of Privacy Dashboards, in that focusing in particular on the currently most-prominent Privacy Dashboard “Google My Account”. Integrating the Technology Acceptance Model and the Privacy Calculus, our analysis shows that trust is the crucial factor in users’ adoption of the examined Privacy Dashboard and that Privacy Dashboards can both support users in protecting their privacy but also induce them to disclose personal data and thereby contribute to more precise user profiles.
Cabinakova, Johana; Zimmermann, Christian; and Mueller, Guenter, "AN EMPIRICAL ANALYSIS OF PRIVACY DASHBOARD ACCEPTANCE: THE GOOGLE CASE" (2016). Research Papers. 114.