Explaining the personalisation privacy paradox using an integrated experience model

Abstract

The paradoxical relationship between privacy concerns and privacy-related behaviour is widely recognised as the “privacy paradox”. The privacy paradox primarily concerns the individual’s failure to act despite their responsibility to protect and control information disclosure. However, the individual’s role in digital personalisation and the external influence of control provided by the environment have yet to be considered in understanding the personalisation privacy paradox.

This research poses questions about concepts related to digital privacy relationships. It aims to investigate users, industry participants and supervision organisations by closely examining the personalisation of privacy environments and conducting a deeper analysis of personalised experiences and the dynamic impact of intensive privacy engagements.

First, based on other scholars’ research, this study reviewed the elements of digital life – humans and data – in the information transformation process beyond the influence of technological developments and data algorithms and examined the transformation of user demands in digital interactions. Furthermore, the study conducted a comparative analysis of privacy constructs found in the literature, aiming to analyse and interpret concepts related to digital privacy. This approach explored the similarities, connections, and synergies in value exchanges among organisations, audiences, and participants.

Second, a thematic analysis of the results from a cross-search of the literature and user experience surveys integrates themes from demographic features, experience variables and social factors related to the personalisation privacy paradox. This synthesis led to the development of an integrated model comprising two levels: macro and micro. The macro explanations include concepts and elements concerning the environmental impacts of regulation and company strategy at a macro level. Micro explanations concern contents and mechanisms involved in interactions and exchange amongst privacy constructs with personal feelings, experiences, and knowledge.

Thirdly, regarding the user decision model, a comparison between rational decision-making and situational decision-making was conducted to pinpoint the uncertainty in user behaviour and emphasise the influence of individual knowledge learning in personalisation privacy. This outcome provides new insights into the cognitive processes involved in personalisation privacy engagement and its correlation with stimuli in digital interactions. The research underscores the significance of trust and risk assessment in decision-making within this context.

Overall, this research contributes to an integrated perspective on the personalisation privacy paradox in digital activities. It provides strategic and operational insights for comprehending this behavioural paradox through methodological innovation and conceptual visualisation in studying user digital behaviour.