Personalization vs. Privacy: Overcoming the Users’ Privacy Concerns in the Indonesian Peer-to-peer Ridesharing Service
Year: 2016
Type: dissertation
Study design: Observational Study
Abstract: The recent ICT developments have created new business model innovation opportunities. One of notable opportunities is to offer personalization to the peer-to-peer (P2P) ridesharing users in transportation service. However, to offer personalization, the company will need more sensitive personal information disclosure from its customer. Therefore, the action of P2P ridesharing companies to offer personalization to its users might be unsuccessful due to the disability of the companies to acquire the users’ personal data and deliver the personalization service that caused by the elevated privacy concerns of the users. This study aims to offer recommendations to P2P ridesharing companies to overcome the users’ privacy concerns. By using a survey questionnaire to 265 Jakarta respondents, this study concludes that the utilitarian approaches are the most effective means to increase the users’ willingness to disclose personal data. However, the privacy assurance approaches are also important and preferred by the respondents to ensure the users’ privacy right. Additionally, the study also concludes that the most expensive privacy type in this context of study is the privacy of behavior and action, whereas the privacy of location and space can be bought by offering the usefulness of the service only. This study can be improved in several areas, most notably in the area related to sampling strategy. Furthermore, the follow up research can also be conducted by performing design science research to apply this study in a legitimate artifact.
Author: F.D.R. Aditya
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W3093655527