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This desire is reflected by the fact that digital

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This desire is reflected by the fact that digital music services allow users to shape the settingfrom which they consume their music to match their own listening preferences. However, asnew and diverse possibilities emerge for the personalization of musical information withinstreaming applications and services, it increases the risk to personal privacy.OIR45,1122
Privacy issues and personalizationProactive specification of the users products and services is calledcustomization(Li andUnger, 2012). This uniquely shaped online environment serves as a digital fingerprint thatmight be exploited by external parties in order to expose usersidentities (Mayer, 2009;Eckersley, 2010). One of the most common methods for online surveillance is the trackingcookie. Cookies were initially developed to allow users to revisit websites without the need toidentify themselves and their preferences each time. However, in subsequent years cookieshave been used in other ways, including in personalization processes (Millettet al., 2001).Personalization is used many times by commercial entities, offering customers products andservices that best suit them, based on previously collected data (Li and Unger, 2012). Thismethod may benefit both the consumer and the vendor; however, cookies that enablepersonalization might also be used in ways that invade usersprivacy, for example, third-party websites use cookies to create user profiles without their knowledge and track usersonline activities (Millettet al., 2001;Milne, 2000).As customization and personalization are closely related terms and particularly in relationto privacy issues, in this work, both will be referred to aspersonalization.Past research showed that even though personalization has a positive effect, privacyconcerns negatively affect usersintention to use it (Awad and Krishnan, 2006;Chellappa andSin, 2005). However, it seems that the impact of these concerns may be limited, as users mayrelinquish their personal privacy, in return for the various benefits gained from usingpersonalized services (Hannet al., 2002). The trade-off between online personalization andprivacy protection is a widely explored topic in the context of electronic commerce (Awad andKrishnan, 2006;Li and Unger, 2012;Xuet al., 2011). Many studies that explored this topiccame to the conclusion that in order for the users to agree to online personalization, itsbenefits must outweigh the potential risks to their privacy (e.g.Awad and Krishnan, 2006;Chellappa and Sin, 2005;Shenget al., 2008). Nevertheless, userspreference in this trade-offremains inconsistent. AsAwad and Krishnan (2006)found, privacy concerns significantlyaffect usersagreement to personalized advertising. Also,Turowet al.(2009)found that mostAmericans do not want marketers to personalize their advertisements according to theirinterests. However,Xuet al.(2011)found that personalization could, in some cases, overcomeusersprivacy concerns. Likewise,Li and Unger (2012)found that the acceptance ofpersonalization can overcome privacy concerns as long as it is perceived by the user as highstandard.

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Term
Summer
Professor
NoProfessor
Tags
Music, Test, Wind, Streaming media, Internet privacy

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