Taiwanese university students’ smartphone use and the privacy paradox

Katherine Chen, Yi-Ning and Ryan Wen, Chia-Ho Taiwanese university students’ smartphone use and the privacy paradox. Comunicar, 2019, vol. 27, n. 60, pp. 61-70. [Journal article (Paginated)]

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English abstract

With the prevalence of smart devices and wireless Internet, privacy has become a pivotal matter in governmental, academic, and technological fields. Our study aims to understand Taiwanese university students’ privacy concerns and protective behaviours in relation to online targeting ads and their habitual smartphone usage. Surveying 810 valid subjects, our results first propose that ad relevance has direct bearing on attention to ads. Second, ad relevance inversely correlates with privacy concerns (i.e. descending personal control and surging corporate power) and protective behaviours (self-filtering and ad evasion). Third and finally, neither privacy concerns nor protective behaviours have a negative bearing on habitual smartphone usage. Opposite to previous research, our study concludes that Taiwanese college students exhibit zero privacy paradox, owing to no signs of privacy concern incited by mobile targeting ads, no evidence of significant protective behaviours, and no decreasing habitual smartphone usage out of privacy concern and protection. Our findings indicate Taiwanese university students’ shaky awareness of potential risks and crises from exposure to vulnerable online privacy management. To deal with this, we suggest educating youths’ understandings of digital jeopardy by experts is urgently needed more so than just technical tutorials of privacy settings.

Spanish abstract

Con la prevalencia de dispositivos inteligentes e Internet inalámbrico, la privacidad se ha convertido en un tema esencial en materias gubernamentales, académicas y tecnológicas. Nuestro estudio se dedica específicamente a entender las preocupaciones de los estudiantes universitarios taiwaneses en privacidad y comportamientos protectores en relación con la publicidad online y el uso habitual de teléfonos inteligentes. Con 810 muestras válidas encuestadas, nuestros resultados revelan que: 1) La relevancia de la publicidad tiene un efecto directo en su atención; 2) Está asociada inversamente a las preocupaciones de privacidad (por ejemplo, control personal descendiente y poder corporativo ascendiente) y comportamientos protectores (evasión de anuncios y autocensura); 3) La preocupación por ña privacidad ni los comportamientos protectores tuvieron efecto negativo en el uso habitual de los smartphones. Nuestro estudio concluye que no hay paradojas de la privacidad halladas en estos jóvenes taiwaneses debido a cambios en su preocupación por la privacidad, generada por la publicidad personalizada en su móvil. Ello evidencia un cambio significativo en los comportamientos protectores. En suma, estos universitarios taiwaneses tienen una débil apreciación de los riesgos potenciales y crisis a los que una vulnerable gestión de la privacidad online les podría exponer. Para abordarlo, una educación que cultive la comprensión de los peligros digitales para los jóvenes es muy recomendable y requiere urgentemente tutoriales técnicos sobre privacidad.

Item type: Journal article (Paginated)
Keywords: Privacy strategy; privacy paradox; privacy education; privacy concern; privacy protection; smartphone; targeting advertising; ad avoidance; Estrategia de privacidad; paradoja de la privacidad; educación de la privacidad; preocupaciones por la privacidad; protección de la privacidad; teléfonos inteligentes; publicidad personalizada; evasión de anuncios
Subjects: B. Information use and sociology of information > BJ. Communication
G. Industry, profession and education.
G. Industry, profession and education. > GH. Education.
Depositing user: Alex Ruiz
Date deposited: 14 Sep 2019 18:34
Last modified: 14 Sep 2019 18:34
URI: http://hdl.handle.net/10760/38792

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