ALEXA: I NEED SOME PRIVACY ALEXA: NECESITO PRIVACIDAD

Alicia De la Pena De Leon, Juan Bernardo Amezcua Nunez, Juana Maria Saucedo Soto and Victoria Sofia Garcia Estrada

Revista Global de Negocios, 2021, vol. 9, issue 1, 83-93

Abstract: With the advent of the internet of things (IoT), smart homes are now a reality. With just their voice, people can activate appliances, play music, and even shop online. Although some previous studies indicate that these devices can listen to the user and share their information with the parent company that sells them (i.e., Google, Amazon, Apple, etc.), not all people know this data, and when using their smart devices, individuals may be putting confidential information at risk. With the aim of knowing the behavior of smart speakers users and their attitude towards the risk of sharing their information, an exploratory study was carried out with 541 Mexican adults. The results indicate that, although users are concerned about their safety, and show an aversion to risk (34%), this does not limit them when buying and using smart speakers. Our findings can be useful for the design of clear policies in the handling of personal data; as well as in the launching of social marketing campaigns with the goal to educate users of smart equipment, so they can protect their personal data.

Keywords: Data Privacy; Marketing Strategies; Online Shopping; Trust; Voice Assistance Devices (search for similar items in EconPapers)
JEL-codes: C83 C99 D81 D83 K24 L81 M31 M39 (search for similar items in EconPapers)
Date: 2021
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