Research Update- July 11, 2009 Andrew Boyd 1

 Study recap  Status of bibliographical research  Problems with mental models  Model revision and re-design  Future study design options  Future Directions for research For once, please feel free to interject and make ad-hoc comments during this presentation. 2

 Online survey testing IUIPC as well as a number of additional demographic factors  Internet User Information privacy Concern  Age, Gender, Ethnicity, Nationality  Internet experience, Importance of number of online friends, Media exposure, Sense of victimization, Context  IUIPC draws upon Social Contract theory ◦ Presents a theoretical framework based on attitudes and interdependencies towards:  Collection  Control  Awareness disclosure of personal information ◦ These dimensions also form some of the principles behind many privacy statutes in North America and Europe. 3

4 NumberHypothesisPreliminary Finding H1 Social media privacy attitudes vary by age. Supported H2 Social media privacy attitudes vary by education. Supported H3 Social media privacy attitudes vary by internet experience. Not Supported H4 Social media privacy attitudes vary by ethnicity. Not Supported H5 Social media privacy attitudes vary by gender. Not Supported H6 Social media privacy attitudes vary by individual’s sense of victimization. Not Supported H7 Social media privacy attitudes vary by importance of a large group of friends. Not Supported H8 Social media privacy attitudes vary by media exposure to social media risks. Not Supported H9 Social media privacy attitudes vary by online context. Not Supported

Surprise!!!!  Demographic factors did not have the level of influence we anticipated. (7 of 9 hypotheses preliminarily disproven)  IUIPC seemed fine, but does not address the gap between behavioural intention and actual behaviour  The implication of this study is that something is missing; the model is incomplete.  Time to go back to the literature.... 5

 Leveling of privacy attitudes across age groups  Ambiguities towards trust of social networking sites  Knowledge, experience and comfort lead to increased disclosure Context Matters- Online Normative and Performative Behaviour This is a ‘Wicked Problem’ 6

 Apx. 75 Readings within the fields of: ◦ Computer Science ◦ Psychology ◦ Management Theory and Corporate Governance ◦ Economic Social Utility, Social Contract and Social Network Theory Major Themes:  Importance of conceptualization of mental models of target systems  Failure of Utility Theory, possibilities within Prospect Theory  Importance of psychology in determining theories of rational choice  Importance of Physical context, Social context, ‘Fashion’, and perception of value of personal privacy- the Russian Roulette Game 7

Easy to construct, difficult to validate, wicked hard to create conceptual models that evolve. Basic Model Concepts  Target System  Conceptual Model  User’s Mental Model of Target System  Scientist’s conceptualization of that mental model  Differentiation between mental and behavioural models 8

9

 ‘Lab’ vs. ‘Jungle’: jungle is better  Survey vs. real-life observations and quantifications: real life is better What am I looking for: model validation? How do I test the model? 10

 Examine forces behind leveling of privacy concerns across age groups  Define ambiguities in trust attitudes towards social networking sites  Discover why ‘familiarity breeds nonchalance’  Establish the role of context (normative behaviour) in online attitudes and behaviours 11

? 12