Online Service Switching Intentions and Attitudes towards Data Portability – The Role of Technology-related Attitudes and Privacy

Abstract

The European General Data Protection Regulation aims at empowering users of online services. In particular, the Right to Data Portability is intended to facilitate switching between online services by allowing users to port data between service providers. However, little is known about psychological factors that influence whether users desire switching between services and using data portability. Identifying such factors could support the design of user-friendly data portability solutions and awareness-raising measures, thereby strengthening users’ digital sovereignty. The present study therefore examines predictors of users’ intentions to switch online services and their attitudes towards data portability (i.e., intention to use portability). Drawing upon related research, switching intentions and attitudes towards data portability are assumed to be affected by users’ technology acceptance, technology competency and subjective importance of privacy. An online quantitative questionnaire study with a large, sociodemographically diverse German sample (N = 995) was conducted, and data were analyzed via logistic regression modelling. The results reveal that switching intentions are more prevalent among users who attach great importance to privacy, users who are open towards new technologies, as well as younger users and users with a university degree. Higher importance of privacy and higher technology competency are linked to an increased desire to use data portability. Users reported the greatest need for data portability for data-storage (i.e., cloud) services. From the results, conclusions for implementing user-friendly data portability solutions and public information campaigns are drawn, and directions for further user-centered research on online service switching and data portability are discussed.