Tracking technologies in eHealth: Revisiting the personalization-privacy paradox through the transparency-control framework

Julien Cloarec (), Charlotte Cadieu () and Nour Alrabie
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Julien Cloarec: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon, UJML - Université Jean Moulin - Lyon 3 - Université de Lyon, Iaelyon - Iaelyon School of Management - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon
Charlotte Cadieu: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon, UJML - Université Jean Moulin - Lyon 3 - Université de Lyon, Iaelyon - Iaelyon School of Management - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon
Nour Alrabie: UT2J - Université Toulouse - Jean Jaurès - UT - Université de Toulouse, LEREPS - Laboratoire d'Etude et de Recherche sur l'Economie, les Politiques et les Systèmes Sociaux - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - UT2J - Université Toulouse - Jean Jaurès - UT - Université de Toulouse - Institut d'Études Politiques [IEP] - Toulouse - ENSFEA - École Nationale Supérieure de Formation de l'Enseignement Agricole de Toulouse-Auzeville

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Abstract: Our research highlights the evolving landscape of online privacy, emphasizing the growing compliance pressure on tech companies and website owners due to GDPR regulations, particularly concerning cookie banners. The regulation of these banners for personalization underscores the trade-off known as the personalization-privacy paradox. Although recent studies emphasize the positive role of transparency and control in enhancing the digital experience, they often approached them in a static and isolated manner. We introduce a new approach to operationalizing transparency and control in our study within the context of Doctissimo, a well-known French health and wellness website recognized for aggregating user-generated health data and employing advertising trackers for marketing objectives. In Study 1, we examined banner transparency, demonstrating its positive effect on click-through intention via a preference for personalization over privacy. Study 2 focused on banner privacy controls and revealed that the impact of control was entirely mediated by the intrusion of information boundaries and the preference for personalization over privacy. This research contributes to the literature by investigating the personalization privacy paradox using an innovative operationalization within the transparency-control framework.

Date: 2024-03
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Published in Technological Forecasting and Social Change, 2024, 200, pp.123101. ⟨10.1016/j.techfore.2023.123101⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04685384

DOI: 10.1016/j.techfore.2023.123101

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