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Will I or will I not? Explaining the willingness to disclose personal self-tracking data to a health insurance company
von Entreß-Fürsteneck, Matthias Buchwald, Arne Urbach, Nils
von Entreß-Fürsteneck, Matthias
Buchwald, Arne
Urbach, Nils
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Publication Type
Conference Proceeding
Editor
Supervisor
Publication Year
2019
Journal
Book
Publication Volume
Publication Issue
Publication Begin page
1351
Publication End page
1361
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Abstract
Users of digital self-tracking devices increasingly benefit from multiple services related to their self-tracking data. Vice versa, new digital as well as “offline” service providers, such as health insurance companies, depend on the users’ willingness to disclose personal data to be able to offer new services. Whereas previous research mostly investigated the willingness to disclose data in the context of social media, e-commerce and smartphone apps, the aim of our research is to analyze the influence of the privacy calculus of personal risks and benefits on the willingness to disclose highly personal and confidential self-tracking data to health insurance companies. To do so, we develop a conceptual model based on the privacy calculus concept and validate it with a sample of 103 respondents in a scenario-based experiment using structural equation modeling. Our results reveal that privacy risks always have a negative impact on the willingness to disclose personal data, while positive effects of privacy benefits are partly depending on the data sensitivity.
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Keywords
Digital Mobile Services for Everyday Life, Decision Analytics, Mobile Services, Service Science, Self-Tracking, Data Disclosure, Privacy Calculus, Health Insurance Company