Including Individuals' Sense of Self in Digital Information Privacy

The nature of contemporary digital ecosystems causes concerns that affect the person, the individual-self, an integral part of an individual's information privacy calculus and hence a component of individuals' Information Privacy Concerns (IPC). Yet, prior IPC models overlook self-focused concerns. This study articulates two constructs, termed “loss of autonomy” (i.e., autonomy) and “control over profiling” (i.e., profiling), that reflect individuals' self-focused privacy concerns. Combining these new constructs with conventional IPC constructs that capture data-focused and device-focused concerns yields an IPC model made up of three dimensions: self-focused concerns, data-focused concerns, and device-focused concerns. The authors first develop instrument items for the proposed new constructs by way of theory-driven review of literature, expert feedback, pilot testing, and statistical validation then assess the items alongside established IPC constructs in an empirical study, the result of which is the proposed unified three-dimension IPC model.