Purpose The purpose of this study is to examine how risks and benefits affect users’ privacy-related decision-making processes. Design/methods/approach This study collected and analyzed the neural activity processes of users’… Click to show full abstract
Purpose The purpose of this study is to examine how risks and benefits affect users’ privacy-related decision-making processes. Design/methods/approach This study collected and analyzed the neural activity processes of users’ privacy-related decisions when faced with personalized services with different risks and benefits through an ERP experiment that included 40 participants. Findings/results The findings show that users subconsciously categorize personalized services based on benefit; Privacy calculus affects privacy decision by influencing the allocation of cognitive resources for personalized service, and the scarcity of cognitive resources increases the degree of privacy disclosure; Emotional change in privacy decision is the result of many factors, not the result of privacy risk alone. Originality/Discussion This study provides a new perspective to explain the process of privacy decision-making, and a new approach to investigate the privacy paradox.
               
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