Abstract: People are faced with a variety of incentives to divulge personally identifiable information (PII) as online businesses aim to personalize consumer experiences. However, little is known about how people perceive the worth of their PII in relation to the benefits they receive. This brings to question the true worth of information specifically in terms of importance and value. Understanding how people perceive the worth of the PII allows online businesses to establish strategies to enhance the experiences offered to online consumers. In this study, we examine the question “what is the worth of PII?” by employing a survey instrument measuring perceptions across different groups of socioeconomic indicators: education, income, and age. Our findings suggest that the worth of PII is not equally perceived across all groups. More specifically, we find education to be a larger contributor to the perceived differences in information worth. We believe our findings can impact how researchers evaluate PII and how online businesses evaluate PII worth to improve the consumer experience.
Download this article: JISAR - V16 N2 Page 61.pdf
Recommended Citation: Kaleta, J., Mahadevan, L., Thackston, R., (2023). Information Worth: Investigating the Differences in the Importance and Value of Personally Identifiable Information. Journal of Information Systems Applied Research16(2) pp 61-69. http://JISAR.org/2023-2/ ISSN : 1946 - 1836. A preliminary version appears in The Proceedings of CONISAR 2022