Behind the screens. Privacy and advertising preferences in VoD —the role of privacy concerns, persuasion knowledge, and experience

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services Pub Date : 2025-02-01 DOI:10.1016/j.jretconser.2025.104233

Michał Paliński, Bartosz Jusypenko, Wojciech Hardy

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引用次数: 0

Abstract

This study explores stated preferences for privacy and advertising in the Video on Demand (VoD) context, focusing on Netflix subscribers in Poland. We investigate how privacy concerns, persuasion knowledge, and consumer experience affect these preferences. The study design involved a hypothetical regulatory scenario that mandated platforms to either guarantee minimal data usage or offer compensation for data sharing. Within a discrete choice experiment framework, study participants were presented with hypothetical scenarios and asked to choose between three types of subscription plans, varying in the extent of personal data sharing and ad support. Additionally, a treatment was introduced in which respondents interacted with a mock Netflix environment to enhance their recognition of data practices and increase familiarity with hypothetical outcomes through a simulated experience. Responses from 2087 participants were analyzed using hybrid choice modeling. The results reveal that users are sensitive to the disclosure of personal information in the context of VoD, yet they are open to accepting monetary compensation for a certain degree of sharing. Users with greater persuasion knowledge are more willing to exchange data for discounts, provided the plans do not include personalized ads. Conversely, users with higher privacy concerns prefer plans with minimal data sharing, even when discounts are offered. We observe direct effects of the treatment on both privacy valuation and advertising preferences, particularly regarding time, with the treatment group being significantly more sensitive to ad length. In addition, the treatment group exhibits reduced privacy concerns and no significant difference in persuasion knowledge. Our findings suggest that VoD providers could enhance user control over their data and emphasize transparency, aligning with the increasing reliance on data-driven business models.

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躲在屏幕后面。视频点播中的隐私和广告偏好——隐私关注、说服知识和经验的作用

本研究探讨了视频点播（VoD）环境下用户对隐私和广告的偏好，并以波兰的Netflix用户为研究对象。我们调查了隐私问题、说服知识和消费者经验如何影响这些偏好。研究设计涉及一个假设的监管场景，要求平台要么保证最小的数据使用，要么为数据共享提供补偿。在一个离散选择实验框架中，研究参与者被提出了假设的场景，并被要求在三种订阅计划之间做出选择，这些计划在个人数据共享和广告支持的程度上有所不同。此外，还引入了一种处理方法，即受访者与模拟Netflix环境进行互动，以增强他们对数据实践的认识，并通过模拟体验增加对假设结果的熟悉程度。使用混合选择模型对2087名参与者的回答进行了分析。研究结果表明，用户对视频点播环境下个人信息的泄露较为敏感，但对一定程度的分享接受金钱补偿持开放态度。如果计划中不包含个性化广告，具有更强说服力知识的用户更愿意用数据交换折扣。相反，更关注隐私的用户更喜欢数据共享最少的计划，即使提供折扣。我们观察到治疗对隐私价值和广告偏好的直接影响，特别是在时间方面，治疗组对广告长度明显更敏感。此外，治疗组表现出较少的隐私问题，在说服知识方面没有显著差异。我们的研究结果表明，视频点播提供商可以加强用户对其数据的控制，并强调透明度，以适应对数据驱动型商业模式的日益依赖。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Retailing and Consumer Services BUSINESS-

CiteScore

20.40

自引率

14.40%

发文量

340

审稿时长

20 days

期刊介绍： The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.