Investigating the impact of risk attitude and privacy protection on consumers' data sharing behavior

Abstract:

Promoting the sharing of big data is the key to development and prosperity of the sharing economy, and it is of great practical significance to study the influence mechanism of data sharing. Based on consumers' risk attitudes and corporate privacy protection methods, this paper constructs a game model of data sharing between enterprises and consumers, in which the mechanism that affects data sharing behavior is analyzed and specific policies are recommended. The main findings of this paper are: (1) the risk-biased consumers’ data sharing behavior is mainly affected by factors such as data leakage losses and data protection cost differences. (2) The risk aversion of risk-averse consumers is highly correlated with the game results of data sharing. For the consumers who have a moderate level of risk aversion, there are dual equilibria when the loss caused by data leakage is greater than the difference between the cost of high and low privacy data protection. (3) When the proportion of risk-biased consumers is high, the behavior of risk-averse consumers to use the high quality of sharing data will be increased, while the enterprises will reduce the high-quality protection behavior on protecting consumers' privacy.