Personalization vs. Privacy

Personalization vs. Privacy: Overcoming the Users’ Privacy Concerns in the Indonesian Peer-to-peer Ridesharing Service

Aditya, F.D.R.

Ubacht, J. (mentor)
Kroesen, M. (mentor)
Janssen, M.G.W.H.A. (mentor)

Technology, Policy and Management

Engineering, Systems and Services

2016-08-24

The recent ICT developments have created new business model innovation opportunities. One of notable opportunities is to offer personalization to the peer-to-peer (P2P) ridesharing users in transportation service. However, to offer personalization, the company will need more sensitive personal information disclosure from its customer. Therefore, the action of P2P ridesharing companies to offer personalization to its users might be unsuccessful due to the disability of the companies to acquire the users’ personal data and deliver the personalization service that caused by the elevated privacy concerns of the users. This study aims to offer recommendations to P2P ridesharing companies to overcome the users’ privacy concerns. By using a survey questionnaire to 265 Jakarta respondents, this study concludes that the utilitarian approaches are the most effective means to increase the users’ willingness to disclose personal data. However, the privacy assurance approaches are also important and preferred by the respondents to ensure the users’ privacy right. Additionally, the study also concludes that the most expensive privacy type in this context of study is the privacy of behavior and action, whereas the privacy of location and space can be bought by offering the usefulness of the service only. This study can be improved in several areas, most notably in the area related to sampling strategy. Furthermore, the follow up research can also be conducted by performing design science research to apply this study in a legitimate artifact.

peer-to-peer ridesharing
privacy
privacy calculus
conjoint analysis
privacy valuation

http://resolver.tudelft.nl/uuid:d52c040d-9423-4790-996c-1af1e1dfe5a7

Student theses

master thesis

(c) 2016 Aditya, F.D.R.