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One for all, all for one
(2022)
We propose a conceptual model of acceptance of contact tracing apps based on the privacy calculus perspective. Moving beyond the duality of personal benefits and privacy risks, we theorize that users hold social considerations (i.e., social benefits and risks) that underlie their acceptance decisions. To test our propositions, we chose the context of COVID-19 contact tracing apps and conducted a qualitative pre-study and longitudinal quantitative main study with 589 participants from Germany and Switzerland. Our findings confirm the prominence of individual privacy calculus in explaining intention to use and actual behavior. While privacy risks are a significant determinant of intention to use, social risks (operationalized as fear of mass surveillance) have a notably stronger impact. Our mediation analysis suggests that social risks represent the underlying mechanism behind the observed negative link between individual privacy risks and contact tracing apps' acceptance. Furthermore, we find a substantial intention–behavior gap.
Sharing marketplaces emerged as the new Holy Grail of value creation by enabling exchanges between strangers. Identity reveal, encouraged by platforms, cuts both ways: While inducing pre-transaction confidence, it is suspected of backfiring on the information senders with its discriminative potential. This study employs a discrete choice experiment to explore the role of names as signifiers of discriminative peculiarities and the importance of accompanying cues in peer choices of a ridesharing offer. We quantify users' preferences for quality signals in monetary terms and evidence comparative disadvantage of Middle Eastern descent male names for drivers and co-travelers. It translates into a lower willingness to accept and pay for an offer. Market simulations confirm the robustness of the findings. Further, we discover that females are choosier and include more signifiers of involuntary personal attributes in their decision-making. Price discounts and positive information only partly compensate for the initial disadvantage, and identity concealment is perceived negatively.