Is the Privacy Paradox a Domain-Specific Phenomenon

Abstract

The digital era introduces significant challenges for privacy protection, which grow constantly as technology advances. Privacy is a personal trait, and individuals may desire a different level of privacy, which is known as their “privacy concern”. To achieve privacy, the individual has to act in the digital world, taking steps that define their “privacy behavior”. It has been found that there is a gap between people’s privacy concern and their privacy behavior, a phenomenon that is called the “privacy paradox”. In this research, we investigated if the privacy paradox is domain-specific; in other words, does it vary for an individual when that person moves between different domains, for example, when using e-Health services vs. online social networks? A unique metric was developed to estimate the paradox in a way that enables comparisons, and an empirical study in which (n=437) validated participants acted in eight domains. It was found that the domain does indeed affect the magnitude of the privacy paradox. This finding has a profound significance both for understanding the privacy paradox phenomenon and for the process of developing effective means to protect privacy.