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Alexa: I Need Some Privacy Alexa: Necesito Privacidad

Author

Listed:
  • Alicia De la Pena De Leon
  • Juan Bernardo Amezcua Nunez
  • Juana Maria Saucedo Soto
  • Victoria Sofia Garcia Estrada

Abstract

With the advent of the internet of things (IoT), smart homes are now a reality. With just their voice, people can activate appliances, play music, and even shop online. Although some previous studies indicate that these devices can listen to the user and share their information with the parent company that sells them (i.e., Google, Amazon, Apple, etc.), not all people know this data, and when using their smart devices, individuals may be putting confidential information at risk. With the aim of knowing the behavior of smart speakers users and their attitude towards the risk of sharing their information, an exploratory study was carried out with 541 Mexican adults. The results indicate that, although users are concerned about their safety, and show an aversion to risk (34%), this does not limit them when buying and using smart speakers. Our findings can be useful for the design of clear policies in the handling of personal data; as well as in the launching of social marketing campaigns with the goal to educate users of smart equipment, so they can protect their personal data.

Suggested Citation

  • Alicia De la Pena De Leon & Juan Bernardo Amezcua Nunez & Juana Maria Saucedo Soto & Victoria Sofia Garcia Estrada, 2021. "Alexa: I Need Some Privacy Alexa: Necesito Privacidad," Revista Global de Negocios, The Institute for Business and Finance Research, vol. 9(1), pages 83-93.
    • Handle: RePEc:ibf:rgnego:v:9:y:2021:i:1:p:83-93
    as

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    References listed on IDEAS

    as
    1. Jonas Foehr & Claas Christian Germelmann, 2020. "Alexa, Can I Trust You? Exploring Consumer Paths to Trust in Smart Voice-Interaction Technologies," Journal of the Association for Consumer Research, University of Chicago Press, vol. 5(2), pages 181-205.
    2. Tom Buchanan & Carina Paine & Adam N. Joinson & Ulf‐Dietrich Reips, 2007. "Development of measures of online privacy concern and protection for use on the Internet," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 58(2), pages 157-165, January.
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    More about this item

    Keywords

    Data Privacy; Marketing Strategies; Online Shopping; Trust; Voice Assistance Devices;
    All these keywords.

    JEL classification:

    • C83 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Survey Methods; Sampling Methods
    • C99 - Mathematical and Quantitative Methods - - Design of Experiments - - - Other
    • D81 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Criteria for Decision-Making under Risk and Uncertainty
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • K24 - Law and Economics - - Regulation and Business Law - - - Cyber Law
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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