TY - GEN
T1 - Examining American and Chinese internet users' contextual privacy preferences of behavioral advertising
AU - Wang, Yang
AU - Xia, Huichuan
AU - Huang, Yun
N1 - Publisher Copyright:
© 2016 ACM.
PY - 2016/2/27
Y1 - 2016/2/27
N2 - Online Behavioral Advertising (OBA), which involves tracking people's online behaviors, raises serious privacy concerns. We present results from a scenario-based online survey study on American and Chinese Internet users' privacy preferences of OBA. Since privacy is context-dependent, we investigated the effects of country (US vs. China), activity (e.g., online shopping vs. online banking), and platform (desktop/laptop vs. mobile app) on people's willingness to share their information for OBA.We found that American respondents were significantly less willing to share their data and had more specific concerns than their Chinese counterparts. We situate these differences in the broader historical, legal, and social scenes of these countries. We also found that respondents' OBA preferences varied significantly across different online activities, suggesting the potential of contextaware privacy tools for OBA. However, we did not find a significant effect of platform on people's OBA preferences. Lastly, we discuss design implications for privacy tools.
AB - Online Behavioral Advertising (OBA), which involves tracking people's online behaviors, raises serious privacy concerns. We present results from a scenario-based online survey study on American and Chinese Internet users' privacy preferences of OBA. Since privacy is context-dependent, we investigated the effects of country (US vs. China), activity (e.g., online shopping vs. online banking), and platform (desktop/laptop vs. mobile app) on people's willingness to share their information for OBA.We found that American respondents were significantly less willing to share their data and had more specific concerns than their Chinese counterparts. We situate these differences in the broader historical, legal, and social scenes of these countries. We also found that respondents' OBA preferences varied significantly across different online activities, suggesting the potential of contextaware privacy tools for OBA. However, we did not find a significant effect of platform on people's OBA preferences. Lastly, we discuss design implications for privacy tools.
KW - China
KW - Context
KW - Cross-country study
KW - OBA
KW - Online behavioral advertising
KW - Privacy
KW - USA
UR - http://www.scopus.com/inward/record.url?scp=84963568081&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84963568081&partnerID=8YFLogxK
U2 - 10.1145/2818048.2819941
DO - 10.1145/2818048.2819941
M3 - Conference contribution
AN - SCOPUS:84963568081
T3 - Proceedings of the ACM Conference on Computer Supported Cooperative Work, CSCW
SP - 539
EP - 552
BT - Proceedings of the 19th ACM Conference on Computer-Supported Cooperative Work and Social Computing, CSCW 2016
PB - Association for Computing Machinery
T2 - 19th ACM Conference on Computer-Supported Cooperative Work and Social Computing, CSCW 2016
Y2 - 27 February 2016 through 2 March 2016
ER -