Analysis of personal data-sharing consent factors, with focus on loyalty programs in the Czech Republic
Abstract
The purpose of this study is to provide structured, topical and representative analysis of personal data sharing preferences in the Czech Republic. Within the context of personal data sharing and protection, we focus on profiling individuals who voluntarily share their personal data with good-faith corporate entities. Loyalty program operators serve as a common and representative model of commercially driven collection and processing of personal data. We address different types of personal data and factors affecting individual data-sharing consent. Our original research is based on primary surveyed data (806 respondents surveyed during 2017). Multiple quantitative methods such as hierarchical clustering and logistic regression are employed in the analysis. Also, an important part of our research is based on evaluation of structured in-depth interviews, focused on personal data sharing and protection topics. We find pronounced socio-demographic differences in individual propensity to share one’s personal data with commercial data processors. Main findings and contrasting factors are pointed out and discussed within the paper. Our analysis reflects the needs of academic and corporate researches to whom it provides actionable and stratified results, especially in context of the new EU legislation: the GDPR directive on personal data protection.
Keyword : personal data, GDPR, data sharing consent, data sharing preferences, socio-demographic factors, loyalty programs, data processing
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
Ciriani S (2015) The economic impact of the European reform of data protection. Communications & Strategies (97): 41-58 https://ssrn.com/abstract=2674010
Cunningham M (2012) Privacy in the age of the hacker: balancing global privacy and data security law. The George Washington International Law Review 44 (4): 643-695. http://docs.law.gwu.edu/stdg/gwilr/PDFs/44-4/2-%20
Cunningham.pdfEUGDPR (2018) EU GDPR Portal. . https://www.eugdpr.org/
Frederik JZB (2015) Personal data processing for behavioural targeting: which legal basis? International Data Privacy Law 5 (3): 163-176. https://doi.org/10.1093/idpl/ipv011
Hastie T, Tibshirani R, Friedman JH (2009) The elements of statistical learning: data mining, inference, and prediction (2nd ed) New York: Springer-Verlag.
International Financial Law Review (IFLR) (1998) Poland: new legislation on the protection of personal data (1998). http://www.iflr.com/Article/1981457/Poland.html
Jankalová M, Jankal R (2017) The assessment of corporate social responsibility: approaches analysis. Entrepreneurship and Sustainability Issues 4 (4): 441-459. https://doi.org/10.9770/jesi.2017.4.4(4)
Kiskis M (2010) Legal regulation of electronic marketing. Ju-risprudencija 3 (121): 349-370. https://www.mruni.eu/upload/iblock/a64/20kiskis.pdf
Kosciejew M (2014) Proposing a charter of personal data rights. Information Management 48 (3): 27-31. https://www.questia.com/magazine/1G1-371969300/proposing-a-charter-of-personal-data-rights
Limba T, Agafonov K, Paukštė L, Damkus M, Plėta T (2017) Peculiarities of cyber security management in the process of internet voting implementation. Entrepreneurship and Sustainability Issues 5 (2): 368-402. https://doi.org/10.9770/jesi.2017.5.2(15)
Limba T, Šidlauskas A (2018) Secure personal data administration in the social networks: the case of voluntary sharing of personal data on the Facebook. Entrepreneurship and Sustainability Issues 5 (3): 528-541. https://doi.org/10.9770/jesi.2018.5.3(9)
Majtenyi L (2002) Ensuring data protection in East-Central Europe. Social Research 69 (1): 151-176. http://www.jstor.org/stable/40971541
Manzerolle V, Smeltzer S (2011) Consumer databases and the commercial mediation of identity: a medium theory analysis. Surveillance & Society 8 (3): 323-337. https://ojs.library.queensu.ca/index.php/surveillance-and-society/article/view/4167/4169
Mitchell A (2010) The rise of volunteered personal information. Journal of Direct, Data and Digital Marketing Practice 12 (2): 154-164. https://doi.org/10.1057/dddmp.2010.28
Murtagh F, Legendre P (2014) Ward’s hierarchical agglomerative clustering method: which algorithms implement Ward’s criterion?. Journal of Classification 31 (3): 274-294. https://doi.org/10.1007/s00357-014-9161-z
Pounder C (1998) Security and the new Data Protection law. Computers & Security 17 (2): 124-128. https://doi.org/10.1016/S0167-4048(97)81981-5
Reimer K, Becker JU (2015) What customer information should companies use for customer relationship management? Practical insights from empirical research. Management Review Quarterly 65 (3): 149-182. http://dx.doi.org/10.1007/s11301-014-0110-z
Robertshaw G, Marr N (2006) Consumer attitudes towards disclosing personal data for direct marketing. Journal of Direct, Data and Digital Marketing Practice 7 (3): 203-215. https://doi.org/10.1057/palgrave.dddmp.4340527
Šišulák S (2017) Userfocus – tool for criminality control of social networks at both the local and international level. Entrepreneurship and Sustainability Issues 5 (2): 297-314. https://doi.org/10.9770/jesi.2017.5.2(10)
Tahal R, Formánek T, Mohelská H (2017) Loyalty programs and personal data sharing preferences in the Czech Republic. E+M Ekonomie a Management 20 (1): 187-199. https://doi.org/10.15240/tul/001/2017-1-013
Tavani HT (1999) Informational privacy, data mining, and the internet. Ethics and Information Technology 1 (2): 137-145. https://doi.org/10.1023/A:1010063528863
Tempest A, Brandau G (2010) Data protection in Europe – a cloudy future. Journal of Direct, Data and Digital Marketing Practice 12 (2): 180-193. https://doi.org/10.1057/dddmp.2010.30
Wooldridge JM (2010) Econometric Analysis of Cross Section and Panel Data (2nd ed) Cambridge, Massachusetts: MIT Press.
Zeman T, Břeň J, Urban R (2017) Role of internet in lone wolf terrorism. Journal of Security and Sustainability Issues 7 (2): 185-192. https://doi.org/10.9770/jssi.2017.7.2(1)