On the value of information - what Facebook users are willing to pay

Bauer, Christine and Korunovska, Jana and Spiekermann, Sarah (2012) On the value of information - what Facebook users are willing to pay.


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In the age of Web 2.0 users contribute to platforms success by providing personal information by actively uploading information (e.g. messages, preferences, biographies) and also by leaving traces of their online behavoiour as can be derived from their clicks, navigation paths, etc. While there is a market for trading such information among companies, there is little knowledge about how users actually value their personal information. In an online survey-based experiment we have asked 1.045 Facebook users how much they would be willing to pay for keeping their personal information. Surprisingly, 48.1 percent of participants are not willing to pay a single Euro, - thus, valuing their information at zero. Results indicate that people that show 'spamming' behaviour and users that use Facebook for 'diary keeping' are significantly more willing to pay a certain amount higher than zero to be able to keep their personal Facebook information. Interestingly, having analysed various kinds of user behaviour, the regression model still explains no more than 14.2 percent of variance. Additionally, this article discusses four different method manipulations for eliciting people's willingness to pay for personal information and provides methodical guidance for future research in the field.

Item Type: Other
Additional Information: This material is brought to you by the European Conference on Information Systems (ECIS) at AIS Electronic Library (AISeL). It has been accepted for inclusion in ECIS 2012 Proceedings by an authorized administrator of AIS Electronic Library (AISeL). For more information, please contact elibrary@aisnet.org.
Keywords: Facebook / online social network / willingness to pay / value of information / pricing / personal information
Divisions: Departments > Informationsverarbeitung u Prozessmanag. > Wirtschaftsinformatik und Neue Medien
Depositing User: Dissertation Administrator
Date Deposited: 25 Jun 2012 13:34
Last Modified: 23 Mar 2017 13:54
Related URLs:
FIDES Link: https://bach.wu.ac.at/d/research/results/58724/
URI: https://epub.wu.ac.at/id/eprint/3567


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