摘要
近年来，企业的隐私行为越来越受到消费者的关注。虽然公司在很大程度上认为这种发展是一种威胁，因为消费者可能会禁止收集或使用数据，但我们认为，它也可以代表公司的机会。在“隐私市场”上，公司可以通过区分和积极推广首选的隐私做法来获得竞争优势。在这种情况下，作者研究了消费者如何权衡五个隐私要素，三个与分配公平（即信息收集、存储、使用）有关，两个与程序公平（即透明度、控制）有关。此外，他们还分析了这些因素在信息敏感性和互动强度不同的四个行业之间的影响差异。通过使用离散选择实验，作者表明，所有隐私元素对消费者都很重要，即使是在与价格进行权衡时。在高度敏感的行业中，信息收集和使用方面的差异对差异化影响更大，而存储对差异化影响较小。当消费者与公司的互动不那么频繁时，他们要求他们的隐私做法更透明。作者从经验上证明，当公司拥抱隐私市场时，优化隐私实践可以导致市场份额的强劲变化（研究Ⅰ）和均衡收入的增加（研究2）。
Abstract
In recent years, firms' privacy practices have received increasing attention from consumers. While firms largely see this development as a threat, as consumers might prohibit collection or use of data, we suggest that it can also represent an opportunity for firms. On the "market for privacy," firms can gain a competitive advantage by differentiating and actively promoting preferred privacy practices. In this context, the authors study how consumers trade off five privacy elements, three relating to distributive fairness (i.e., information collection, storage, use) and two relating to procedural fairness (i.e., transparency, control). Moreover, they analyze how the impact of these elements differs among four industries that vary in information sensitivity and interaction intensity. By using discrete choice experiments, the authors show that all privacy elements matter to consumers, even when in a trade-off with price. In highly sensitive industries, differences in information collection and use matter more, while storage matters less, for differentiation. When consumers have less frequent interactions with companies, they require more transparency about their privacy practices. The authors demonstrate empirically that optimizing privacy practices can lead to robust changes in market shares (Study Ⅰ) and higher revenues in equilibrium (Study 2) when firms embrace the market for privacy.
NETL
NSTL
Sage