Ключевые слова

Privacy strategy, privacy paradox, privacy education, privacy concern, privacy protection, smartphone, targeting advertising, ad avoidance

Резюме

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.

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Техническая спецификация

Получила: 02-11-2018

пересмотренный: 09-01-2019

Принятый: 20-02-2019

OnlineFirst: 15-05-2019

Дата публикации: 01-07-2019

Время пересмотра статьи: 68 дней | Среднее время пересмотра вопроса 60: 48 дней

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Garrett, Paul M.; Wang, YuWen; White, Joshua P.;. Young Adults View Smartphone Tracking Technologies for COVID-19 as Acceptable: The Case of Taiwan INTERNATIONAL JOURNAL OF ENVIRONMENTAL RESEARCH AND PUBLIC HEALTH , 2021.

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SOYLU, M. Y., DEMİRÖZ, S., & AKKOYUNLU, B. Ortaokul Öğrencilerinin Dijital Ayak İzi Farkındalıkları ve Yaşantılarının İncelenmesi. Journal of Computer and Education Research, 9(17), 177-198.

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Katherine-Chen, Y., & Ryan-Wen, C. (2019). Taiwanese university students’ smartphone use and the privacy paradox. [Uso del teléfono inteligente en universitarios taiwaneses y la paradoja de la privacidad]. Comunicar, 60, 61-70. https://doi.org/10.3916/C60-2019-06

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