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(Ed.)
To account for privacy perceptions and preferences in user models
and develop personalized privacy systems, we need to understand
how users make privacy decisions in various contexts. Existing studies
of privacy perceptions and behavior focus on overall tendencies
toward privacy, but few have examined the context-specific factors
in privacy decision making. We conducted a survey on Mechanical
Turk (N=401) based on the theory of planned behavior (TPB) to
measure the way users’ perceptions of privacy factors and intent
to disclose information are affected by three situational factors
embodied hypothetical scenarios: information type, recipients’ role,
and trust source. Results showed a positive relationship between
subjective norms and perceived behavioral control, and between
each of these and situational privacy attitude; all three constructs
are significantly positively associated with intent to disclose. These
findings also suggest that, situational factors predict participants’
privacy decisions through their influence on the TPB constructs.
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