Examining American and Chinese internet users' contextual privacy preferences of behavioral advertising

Yang Wang, Huichuan Xia, Yun Huang

Research output: Chapter in Book/Report/Conference proceedingConference contribution

11 Scopus citations

Abstract

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.

Original languageEnglish (US)
Title of host publicationProceedings of the ACM Conference on Computer Supported Cooperative Work, CSCW
PublisherAssociation for Computing Machinery
Pages539-552
Number of pages14
Volume27
ISBN (Print)9781450335928
DOIs
StatePublished - Feb 27 2016
Event19th ACM Conference on Computer-Supported Cooperative Work and Social Computing, CSCW 2016 - San Francisco, United States
Duration: Feb 27 2016Mar 2 2016

Other

Other19th ACM Conference on Computer-Supported Cooperative Work and Social Computing, CSCW 2016
CountryUnited States
CitySan Francisco
Period2/27/163/2/16

Keywords

  • China
  • Context
  • Cross-country study
  • OBA
  • Online behavioral advertising
  • Privacy
  • USA

ASJC Scopus subject areas

  • Software
  • Computer Networks and Communications
  • Human-Computer Interaction

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  • Cite this

    Wang, Y., Xia, H., & Huang, Y. (2016). Examining American and Chinese internet users' contextual privacy preferences of behavioral advertising. In Proceedings of the ACM Conference on Computer Supported Cooperative Work, CSCW (Vol. 27, pp. 539-552). Association for Computing Machinery. https://doi.org/10.1145/2818048.2819941