Date of Award

Fall 10-2024

Document Type

Dissertation

Degree Name

Doctor of Philosophy in Information Systems (PhDIS)

First Advisor

Omar El-Gayar

Second Advisor

Cherie Noteboom

Third Advisor

Viki Johnson

Abstract

The rise of network connectivity has spurred the growth of Internet connected devices. In the modern era of technology, manufacturers are using Internet connectivity to advance their product offerings and development. These development efforts have allowed manufacturers to offer new features to existing products. Many car buyers seem to be enticed by the new features that are possible with this technology, such as advanced infotainment systems, real time data, and instant software updates and upgrades. Internet of Vehicle (IoV) technology is an area of Information Systems (IS) that is rapidly expanding. This technology provides the ability for vehicles and drivers to create data that has not previously existed. Novel IoV data includes aspects of the user’s driving habits, such as speed, acceleration, braking, and location, as well as video and voice recordings from inside the vehicle. As with all systems that collect personal data, privacy is a concern that directly impacts a user’s interest and willingness to adopt a new technology. New automobiles collect IoV data by default with little to no power on the part of the driver to opt out of collection. A better understanding needs to be established regarding how privacy would impact drivers’ decisions to share their personal driving data if given the choice. Previous studies in IoV have focused on car infotainment systems, telematic devices used by insurance companies, and data collection in autonomous vehicles. Whereas a few studies have explored the relationship between privacy concerns and a user’s willingness to share personal driving data, no studies have adequately applied the privacy paradox and privacy calculus theories to their models. These theories are established privacy theories that, when used together, provide a robust and dynamic understanding of privacy attitudes. Further, no study has explored how the perception that a driver has about their own driving ability moderates the relationship between their perception of privacy risk in IoV technology and their intention to disclose personal driving data. This study sought to better understand the role that privacy plays in the user’s decision to disclose personal driving data while using IoV technology in automobiles. This was accomplished by applying a dual calculus model adapted from IoT privacy research based in wearable technology. I quantitative survey was created and administered using an online panel of future vehicle buyers. Data from one hundred and seventy-seven respondents was analyzed through PLS-SEM analysis using SmartPLS4 to test both the theoretical model and the hypotheses. This research found privacy calculus present in the decision new automobile owners would make in sharing their personal driving data with manufacturers if they were given the option. Conversely, the privacy paradox was not found to have a presence in the aforementioned relationship. The results from this study have theoretical implications on the understanding of drivers’ attitudes toward sharing personal driving data associated with established IS constructs incorporating well-known and tested privacy theories. Theoretical contributions also include the exploration of moderating variables on privacy and other IS constructs in the areas of driver ability, driver safety, and intention to share personal driving data. Practical contributions from this study offer insights for the automobile manufacturing industry and government regulatory bodies into how customers would handle personal data disclosure if they were given the option to choose.

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