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Analysis of the relation between a person's emotion and willingness to accept for leaks of personal data

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  • Koguchi, Teppei
  • Jitsuzumi, Toshiya
  • Kasuga, Norihiro
  • Nakamura, Akihiro
  • Shishikura, Manabu

Abstract

In this research, we performed AHP analysis on what sentiments or emotions have the capacity to affect the WTP and WTA required by consumers, with respect to personal information leaks during internet use. The analysis results revealed differences in consumer sentiment and emotion during the following instances, despite their commonality in dealing with a personal information leak: a data leak while using online search services, while using a typical video streaming service such as YouTube, and while using a pornographic video service. Specifically, the user had relatively greater anger toward the business for data leaks encountered while using a typical video streaming service, and relatively greater self-shame for data leaks encountered while using pornographic video services.

Suggested Citation

  • Koguchi, Teppei & Jitsuzumi, Toshiya & Kasuga, Norihiro & Nakamura, Akihiro & Shishikura, Manabu, 2016. "Analysis of the relation between a person's emotion and willingness to accept for leaks of personal data," 27th European Regional ITS Conference, Cambridge (UK) 2016 148681, International Telecommunications Society (ITS).
  • Handle: RePEc:zbw:itse16:148681
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    1. Alessandro Acquisti & Curtis Taylor & Liad Wagman, 2016. "The Economics of Privacy," Journal of Economic Literature, American Economic Association, vol. 54(2), pages 442-492, June.
    2. Koguchi, Teppei & Jitsuzumi, Toshiya & Kasuga, Norihiro & Nakamura, Akihiro & Shishikura, Manabu, 2015. "Analysis of the economic value of leaks of personal data," 2015 Regional ITS Conference, Los Angeles 2015 146340, International Telecommunications Society (ITS).
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    Cited by:

    1. Koguchi, Teppei & Jitsuzumi, Toshiya, 2018. "Analysis of People's Willingness to Use Personalization Services in Times of Disaster," 29th European Regional ITS Conference, Trento 2018 184952, International Telecommunications Society (ITS).

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