Between protection and disclosure: applying the privacy calculus to investigate the intended use of privacy-protecting tools and self-disclosure on different websites

Abstract

Using privacy-protecting tools and reducing self-disclosure can decrease the likelihood of experiencing privacy violations. Whereas previous studies found people’s online self-disclosure being the result of privacy risk and benefit perceptions, the present study extended this so-called privacy calculus approach by additionally focusing on privacy protection by means of a tool. Furthermore, it is important to understand contextual differences in privacy behaviors as well as characteristics of privacy-protecting tools that may affect usage intention. Results of an online experiment (N = 511) supported the basic notion of the privacy calculus and revealed that perceived privacy risks were strongly related to participants’ desired privacy protection which, in turn, was positively related to the willingness to use a privacy-protecting tool. Self-disclosure was found to be context dependent, whereas privacy protection was not. Moreover, participants would rather forgo using a tool that records their data, although this was described to enhance privacy protection.