Privacy strategy, privacy paradox, privacy education, privacy concern, privacy protection, smartphone, targeting advertising, ad avoidance
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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This manuscript is the result of the Project ‘Risks in traditional media and social media: Implications on users' issue perceptions’ (106-2511-S-004-003-MY3) funded by the Ministry of Science and Technology, Taiwan.
First Online: 15-05-2019
Publication date: 01-07-2019
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How to cite
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