Leveraging Data Donations for Communication Research: Exploring Drivers Behind the Willingness to Donate

IF 6.3 1区文学 Q1 COMMUNICATION

Communication Methods and Measures Pub Date : 2023-03-01 DOI:10.1080/19312458.2023.2176474

Nico Pfiffner, Thomas N. Friemel

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引用次数: 1

Abstract

ABSTRACT Using data donations to collect digital trace data holds great potential for communication research, which has not yet been fully realized. Besides limited awareness and expertise among researchers, a central challenge is to motivate people to donate their personal data. Therefore, this article investigates which factors affect people’s willingness to donate across different platforms and data types. The study applies a multilevel approach that explains the reported willingness to donate different types of data (level 1) belonging to different platforms (level 2) from potential data donors with individual characteristics (level 3) to a hypothetical research project. The analysis is based on data collected through a national online survey (n = 833). We find higher willingness to donate YouTube data compared to Facebook, Instagram, or Google, as well as relevant influencing factors at all three levels. Greater willingness is found for lower perceived sensitivity and higher perceived relevance of the data (level of data type), greater perceived behavioral control to request and submit the data (platform level), more favorable attitudes toward data donation and the donation purpose, as well as lower contextual privacy concerns (individual level). Based on these findings, practical implications for future data donation studies are proposed.

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利用数据捐赠进行传播研究:探索捐赠意愿背后的驱动因素

利用数据捐赠收集数字痕迹数据在传播学研究中具有巨大的潜力，但尚未完全实现。除了研究人员的意识和专业知识有限之外，一个主要的挑战是如何激励人们捐赠他们的个人数据。因此，本文研究了哪些因素会影响人们在不同平台和数据类型下的捐赠意愿。该研究采用多层次方法，解释了从具有个人特征的潜在数据捐赠者(级别3)向假设的研究项目捐赠属于不同平台(级别2)的不同类型数据(级别1)的报告意愿。该分析基于通过全国在线调查收集的数据(n = 833)。我们发现，与Facebook、Instagram或谷歌相比，YouTube数据的捐赠意愿更高，以及三个层面的相关影响因素。较低感知敏感性和较高感知相关性的数据(数据类型水平)，较高感知请求和提交数据的行为控制(平台水平)，对数据捐赠和捐赠目的的更有利态度，以及较低的上下文隐私问题(个人水平)的意愿更强。基于这些发现，提出了对未来数据捐赠研究的实际意义。

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

Communication Methods and Measures COMMUNICATION-

CiteScore

21.10

自引率

1.80%

发文量

期刊介绍： Communication Methods and Measures aims to achieve several goals in the field of communication research. Firstly, it aims to bring attention to and showcase developments in both qualitative and quantitative research methodologies to communication scholars. This journal serves as a platform for researchers across the field to discuss and disseminate methodological tools and approaches. Additionally, Communication Methods and Measures seeks to improve research design and analysis practices by offering suggestions for improvement. It aims to introduce new methods of measurement that are valuable to communication scientists or enhance existing methods. The journal encourages submissions that focus on methods for enhancing research design and theory testing, employing both quantitative and qualitative approaches. Furthermore, the journal is open to articles devoted to exploring the epistemological aspects relevant to communication research methodologies. It welcomes well-written manuscripts that demonstrate the use of methods and articles that highlight the advantages of lesser-known or newer methods over those traditionally used in communication. In summary, Communication Methods and Measures strives to advance the field of communication research by showcasing and discussing innovative methodologies, improving research practices, and introducing new measurement methods.