How digital consumers counter the threat to their privacy and security posed by Big Data

Thesis title: How digital consumers counter the threat to their privacy and security posed by Big Data
Author: Simões Alves, Nuno Gabriel
Thesis type: Diploma thesis
Supervisor: Chytková, Zuzana
Opponents: Kottika, Efthymia
Thesis language: English
Abstract:
The main objective of this thesis is to understand how digital consumers feel regarding the threats Big Data analytics poses to their personal information. To achieve that, a primary qualitative approach was conducted, where 18 web services regular users were questioned about the topic. The responses were individually transcribed, coded, and analyzed, which allowed for the comparison of insights from different age and income level groups. It was discovered that individuals from the youngest age group feel comfortable sharing non-sensitive personal information, whereas respondents with ages above 35 years old are not. Participants with monthly income levels above 1500 euros demonstrated negative feelings regarding the future scenario of online personal privacy. From now on, all the entities need to be informed and aware of the dangers posed by Big Data analytics to the privacy of digital users and aim to create a safe and prosperous online data collection environment.
Keywords: Big Data; Technology; Protective Behaviour; Digital Consumers; Privacy Threats; Internet of Things
Thesis title: How digital consumers counter the threat to their privacy and security posed by Big Data
Author: Simões Alves, Nuno Gabriel
Thesis type: Diplomová práce
Supervisor: Chytková, Zuzana
Opponents: Kottika, Efthymia
Thesis language: English
Abstract:
The main objective of this thesis is to understand how digital consumers feel regarding the threats Big Data analytics poses to their personal information. To achieve that, a primary qualitative approach was conducted, where 18 web services regular users were questioned about the topic. The responses were individually transcribed, coded, and analyzed, which allowed for the comparison of insights from different age and income level groups. It was discovered that individuals from the youngest age group feel comfortable sharing non-sensitive personal information, whereas respondents with ages above 35 years old are not. Participants with monthly income levels above 1500 euros demonstrated negative feelings regarding the future scenario of online personal privacy. From now on, all the entities need to be informed and aware of the dangers posed by Big Data analytics to the privacy of digital users and aim to create a safe and prosperous online data collection environment.
Keywords: Big Data; Digital Consumers; Privacy Threats; Protective Behaviour; Internet of Things; Technology

Information about study

Study programme: Management
Type of study programme: Magisterský studijní program
Assigned degree: Ing.
Institutions assigning academic degree: Vysoká škola ekonomická v Praze
Faculty: Faculty of Business Administration
Department: Department of Marketing

Information on submission and defense

Date of assignment: 30. 11. 2021
Date of submission: 24. 8. 2022
Date of defense: 15. 9. 2022
Identifier in the InSIS system: https://insis.vse.cz/zp/79287/podrobnosti

Files for download

    Last update: