User Archetypes for Effective Information Privacy Communication

Proceedings of the Pre-ICIS Workshop on Information Security and Privacy, Dublin, Ireland (2016)

16 Pages Posted: 10 Nov 2016

See all articles by Tobias Dehling

Tobias Dehling

Karlsruhe Institute of Technology

Manuel Schmidt-Kraepelin

University of Cologne

Muhammed Demircan

University of Cologne

Jakub Szefer

Yale University

Ali Sunyaev

University of Cologne

Date Written: December 10, 2016

Abstract

In an information systems context, information privacy communication will only work if information systems meet the information needs of their users. Since the needs are neither static nor uniform, a promising approach avoiding inadequacies of ignoring differences in users’ information needs and more practical than dedicated attention to each individual user is to target information privacy communication to user archetypes. To identify such archetypes, we conduct a survey eliciting users’ information needs and apply hierarchical clustering to derive a hierarchical model of user archetypes with respect to their information privacy information needs. We identify a total of 13 archetypes on two hierarchy levels. In contrast to extant research on information privacy user archetypes focusing on information privacy attitudes, the identified information privacy user archetypes are based on information system characteristics desired by users as elicited through our survey. Thus, they yield clear input for enhancing information system design with respect to information privacy. Our research highlights differences and similarities between archetypes and enriches it with an interpretatively derived characterization of the different archetypes. The resulting archetype hierarchy serves as foundation for future research aiming to improve communication of information privacy practices.

Keywords: information privacy, user archetypes, information privacy communication, information privacy information needs, information privacy segregation, information privacy partitioning, information privacy segmentation, hierarchical clustering, privacy enhancing technologies

JEL Classification: L86

Suggested Citation

Dehling, Tobias and Schmidt-Kraepelin, Manuel and Demircan, Muhammed and Szefer, Jakub and Sunyaev, Ali, User Archetypes for Effective Information Privacy Communication (December 10, 2016). Proceedings of the Pre-ICIS Workshop on Information Security and Privacy, Dublin, Ireland (2016). Available at SSRN: https://ssrn.com/abstract=2867377

Tobias Dehling (Contact Author)

Karlsruhe Institute of Technology ( email )

Kaiserstraße 12
Karlsruhe, Baden Württemberg 76131
Germany

Manuel Schmidt-Kraepelin

University of Cologne ( email )

Albertus-Magnus-Platz
Cologne, 50923
Germany

Muhammed Demircan

University of Cologne ( email )

Albertus-Magnus-Platz
Cologne, 50923
Germany

Jakub Szefer

Yale University ( email )

New Haven, CT 06520
United States

Ali Sunyaev

University of Cologne ( email )

Albertus-Magnus-Platz
Cologne, 50923
Germany

HOME PAGE: http://www.isq.uni-koeln.de

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