Ensure your website is compliant with our Cookie Consent Management Platform; PrivacyConsent Learn More!

A Behavioural Perspective on the Privacy Calculus Model

A Behavioural Perspective on the Privacy Calculus Model Illustration

    Need world class privacy tools?

    Schedule a Call >

    In an era dominated by information technology, understanding how individuals navigate the complex landscape of informational privacy is crucial. This research paper delves into the decision-making processes of Information Systems (IS) users regarding their informational privacy and explores how they manage associated risks.

    Revised Privacy Calculus

    Introducing a revised privacy calculus (RPC) model, this study uniquely incorporates elements of bounded rationality and ambiguity to elucidate the intricacies of decision-making amid uncertainty. Employing regression analysis on survey data and conducting semi-structured interviews, the research substantiates the effectiveness of the RPC model. The findings illuminate a noteworthy trend: in the face of ambiguity, individuals exhibit a diminished willingness to disclose personal information and engage in privacy risk handling behaviors. This implies that privacy risk management occurs primarily when faced with “quantifiable” uncertainty, commonly known as risk, aiming to bring it to an acceptable level.

    Ambiguous or “Unquantifiable” Uncertain Risk

    Conversely, when confronted with ambiguity or “unquantifiable” uncertainty, risk handling behavior is perceived as futile. Additionally, a significant revelation emerges, linking self-reported risk handling behavior intensity to an individual’s trust propensity, which serves as a dampener for ambiguity perception. This paper contributes valuable insights at the intersection of privacy, risk perception, trust propensity, behavioral intention, and behavioral economics, shedding light on the intricate dynamics shaping users’ decisions in the digital age.

    [3]     M. Moloney and V. Poti, “A Behavioural Perspective on the Privacy Calculus Model,” in European Financial Management Association Annual Meeting, Athens, 2017.

    Read Research Paper

    Try PrivacyEngine
    For Free

    Learn the platform in less than an hour
    Become a power user in less than a day

    PrivacyEngine Onboarding Screen