Do privacy and safety as values influence emotions towards a smart home device?

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Abstract

It has been suggested and found that values influence emotions towards new technologies, depending on characteristics of the technology. This has however not yet been tested in the smarthome context. As smarthome devices can be cyber-attacked, privacy and safety can be considered important values that users should take into account when adopting and using them. The question is, however, whether consumers realize that these values are at stake, and thus whether these values indeed influence consumers’ emotions about the technology. To test this, the Schwartz and colleagues’ 19 value measurement scale that measures amongst other personal security as a safety value measurement has been used, and extended with the value privacy. A part of the respondents received a cyber-security warning mentioning either a privacy or safety consequence, to test whether that would increase the effect of the privacy and safety values on emotions. The initial analyses on data of 643 UK participants indeed show that the value privacy negatively influences positive emotions and positively influences negative emotions, but that the value personal security does not. This was found to be independent of the respondents being warned or not. While UK consumers thus perceive the value privacy to be threatened by a smart device, they do not appear to think that the value personal security is, even after being warned about it. Finally, we explored the role of other values and found that the values power_resources, tradition, hedonism and stimulation were also predictive of positive emotions towards the smart device, while no additional values explained negative emotions towards the smart device. This study provides additional support for the theory that argues that values influence emotions, and shows that the extension of the value scale with privacy is very valuable to understanding consumer emotions in the digital context.
Original languageEnglish
Title of host publicationLiving with risks: sharing the good practice
EditorsMirjana Laban, Ljiljana Popovic
Pages26-26
ISBN (Electronic)978-76-6022-440-0
Publication statusPublished - Jun 2022
Event30th Annual Conference of Society for Risk Analysis : Living with Risks – Sharing the Good Practice - University of Novi Sad, Novi Sad, Serbia
Duration: 12 Jun 202215 Jun 2022
Conference number: 30

Conference

Conference30th Annual Conference of Society for Risk Analysis
Country/TerritorySerbia
CityNovi Sad
Period12/06/2215/06/22

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