Das Privacy Paradox. Eine qualitative Studie zur Selbstauskunft im Internet trotz wahrgenommener Risiken
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Bachelorarbeit aus dem Jahr 2018 im Fachbereich BWL - Marktforschung, Note: 1,3, Ludwig-Maximilians-Universität München, Sprache: Deutsch, Abstract: "Do people really care about their privacy?" ist eine Frage, die sich aus der Diskrepanz zwischen den Bedenken über die Privatsphäre, die daraus resultierende Absicht Informationen über sich preiszugeben und dem tatsächlichen Verhalten, ergibt. Somit besteht die Notwendigkeit genauer zu erforschen wie sich die Risiken und Bedenken hinsichtlich des Datenschutzes in Bezug auf verschiedene Arten von personenbezogenen Informationen unterscheiden. Warum trotz dieser Risiken das Privacy Paradox in Erscheinung tritt, ist aus Konsumentenperspektive zu untersuchen. Diese Arbeit bestrebt dabei nicht das Privacy Paradox zu lösen, sondern einen Teilaspekt davon näher zu durchleuchten, wodurch ein Beitrag zur Vervollständigung des Puzzles beigetragen wird. Trotz ihres originären und derivativen Nutzens erhöhen mobile Endgeräte wie Smartphones die Privatheitsbedenken vieler Nutzer. Die Verbreitung von Ubiquitous Computing und die durch den digitalen Fortschritt vermeintlich unbegrenzten Möglichkeiten für das Sammeln, Analysieren, Verbreiten und Verwenden von personenbezogenen Daten tragen hierzu einen gro en Teil bei. So können beispielsweise Gesundheits- und Fitness-Apps ernsthafte Risiken für Smartphone-Nutzer darstellen, da solche Anwendungen unter anderem kritische Gesundheitsdaten, Bewegungsmuster und in gewisser Weise auch Informationen über den Lebensstil sammeln. Angesichts dessen hat sich der Begriff der Privatheit weiterentwickelt. Darunter ist nun auch der Schutz personenbezogener Daten sowie die Kontrolle über den Datenaustausch, der zunehmend online stattfindet, mitinbegriffen. Wer das Internet nutzt, hinterlässt jedoch nicht nur unweigerlich Spuren, sondern gibt oft freiwillig viele persönliche Informationen über sich preis und nimmt dadurch teilweise risikoreiche Verhaltensweisen an. Dass Menschen bereit sind, perso
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