Business Technology Management

Academic Areas

Business Technology Management examines the use, management, and impact of information technologies on individuals, organizations, industries, the economy and society.

Spotlight on Research

An empirical examination of voluntary profiling: Privacy and quid pro quo

Byungwan Koh, Srinivasan Raghunathan, Barrie R.Nault

Evidence suggests that firms which use customer data analytics perform better than those that do not. However, the current policy of voluntary profiling allows firms to collect and use customer information only if customers voluntarily disclose information with them. Further, surveys and literature show that many customers are not comfortable with firms collecting their information due to privacy concerns. A vast literature has examined customer information disclosing behavior using the privacy calculus. The primary premise of the privacy calculus is that despite strong privacy concerns, customers disclose information if the benefits they can get from disclosure justify the costs of losing privacy, or privacy costs. Based on the privacy calculus, firms and marketers believe that customers voluntarily disclose information in exchange for monetary benefits such as discount coupons or cash rewards. Using transaction data that we collected from a firm that sells skin care cosmetic products on its website, we investigate if there is statistical evidence that shows customers disclose information in exchange for monetary benefits. In line with the privacy calculus, we find that customers with low privacy costs and that expect high benefits from personalized services such as product recommendations are more likely to disclose information.

This paper is published on ScienceDirect (Click here)

Faculty

Duy Dao

Duy Dao

Assistant Professor
Area of expertise:
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Angela Duta

Angela Duta

Instructor
Area of expertise: The intersection of databases, Natural approaches for health
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Catherine Heggerud

Catherine Heggerud

Instructor, Director – Master of Management Program 
Area of expertise: stakeholder engagement, organizational change management, strategic IT, leadership and change
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Hooman Hidaji

Hooman Hidaji

Assistant Professor
Area of expertise: economics of information systems, economics of information privacy, information systems security, ICT supply chains, and social network propagation
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Victoria L. Mitchell

Victoria L. Mitchell

Adjunct Associate Professor, Associate Professor Emerita 
Area of expertise:
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Malcolm Munro

Malcolm Munro

Professor Emeritus
Area of expertise:
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Ron Murch

Ron Murch

Senior Instructor Emeritus
Area of expertise:
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Barrie R. Nault

Barrie R. Nault

Distinguished Research Professor 
Area of expertise: Information Technology, Organizations and Markets, Business-to-Business Electronic Commerce, Incentives and Investments in Networks, Systems Engineering, Organizational Transformation, Management of Technology, Public Policy 
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Raymond A. Patterson

Raymond A. Patterson

Professor, Research Director 
Area of expertise: information systems, analytics, and quantitative decision and artificial intelligence technologies
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Cam (Cameron) Welsh

Cam (Cameron) Welsh

Senior Instructor
Area of expertise: business strategy development, high-performance team development, leadership, database development
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Jian (Ray) Zhang

Jian (Ray) Zhang

Assistant Professor 
Area of expertise: The information sharing in supply chains, Dynamic pricing, Large-scale optimization
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