Privacy or Performance Matters on the Internet: Revisiting Privacy Toward a Situational Paradigm

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Author(s): Chiung-wen ("Julia") Hsu (National Cheng Chi University, Taiwan)
Copyright: 2009
Pages: 26
Source title: Online Consumer Protection: Theories of Human Relativism
Source Author(s)/Editor(s): Kuanchin Chen (Western Michigan University, USA)and Adam Fadlalla (Cleveland State University, USA)
DOI: 10.4018/978-1-60566-012-7.ch010

Keywords: Business & Management / Business Science Reference / Consumer Management / E-Commerce

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Abstract

This chapter introduces a situational paradigm as a means of studying online privacy. It argues that data subjects are not always opponent to data users. They judge contexts before disclosing information. This chapter proves it by examining online privacy concerns and practices with two contexts: technology platforms and users’ motivations. It explores gratifications of online photo album users in Taiwan, and finds the distinctive “staging” phenomenon under the theory of uses and gratifications, and a priori theoretical framework, the spectacle/performance paradigm. The users with “diffused audience” gratifications are concerned less about privacy but not disclose more of their information. Furthermore, it finds that users act differently in diverse platforms, implying that studying Internet as a whole is problematic. The author proposes that studying online privacy through the use of a situational paradigm will help better research designs for studying privacy, and assist in understanding of users’ behaviors among technology platforms.

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Privacy or Performance Matters on the Internet: Revisiting Privacy Toward a Situational Paradigm

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