A percepção de privacidade do internauta brasileiro à luz da tipologia de Sheehan: uma análise exploratória
Autor(a) principal: | |
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Data de Publicação: | 2012 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Repositório Institucional do FGV (FGV Repositório Digital) |
Texto Completo: | http://hdl.handle.net/10438/10683 |
Resumo: | Advances in information technology, especially in the virtual world, while creating new opportunities for businesses and more convenience to users, also generates conflicting interests between these two parties, emerging paradoxes in the relationship between them when it comes to personalization-privacy tradeoff. One of the consequences is the lack of consumer confidence in exposing their personal data in the online environment, which in turn, impacts the capacity of the e-commerce. One of the possible solutions pointed out by several scholars to manage the dilemma is to search for solutions that balance individual privacy and the needs for information disclosure. As part of this path, which looks for the meaning and value of privacy nowadays, are studies of typology, which, though numerically small — especially in the online environment — represent the efforts to arrive at a conceptualization of what is the nature of private. The typologies allow developing strategies and solutions in tune with the many social demands. The purpose of this study, therefore, is to replicate a particular model of privacy typology in Brazil. The choice fell on a study of Sheehan (2002), developed and tested in the U.S. environment. Translating the model to a group of 190 individuals in Brazil, we found that among the four studied variables (gender, age, education level and family income), only age was significant for privacy, with little more than 20% of variability. The level of education, which proved influential in American Internet users, did not show any relevance between the Brazilians. The differences in results can be attributed to several factors, with emphasis on the role played by cultural systems. Future studies should pursue such discrepancies to meet the challenge of privacy in the virtual field and benefit both individuals and the e-commerce. |
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Dunaevits, IlanEscolas::EBAPELinhares, AlexandreCarvalho, Rodrigo Baroni deJoia, Luiz Antonio2013-04-02T12:39:10Z2012DUNAEVITS, Ilan. A percepção de privacidade do internauta brasileiro à luz da tipologia de Sheehan: uma análise exploratória. Dissertação (Mestrado em Administração) - Escola Brasileira de Administração Pública e de Empresas, Fundação Getúlio Vargas - FGV, Rio de Janeiro, 2012.http://hdl.handle.net/10438/10683Advances in information technology, especially in the virtual world, while creating new opportunities for businesses and more convenience to users, also generates conflicting interests between these two parties, emerging paradoxes in the relationship between them when it comes to personalization-privacy tradeoff. One of the consequences is the lack of consumer confidence in exposing their personal data in the online environment, which in turn, impacts the capacity of the e-commerce. One of the possible solutions pointed out by several scholars to manage the dilemma is to search for solutions that balance individual privacy and the needs for information disclosure. As part of this path, which looks for the meaning and value of privacy nowadays, are studies of typology, which, though numerically small — especially in the online environment — represent the efforts to arrive at a conceptualization of what is the nature of private. The typologies allow developing strategies and solutions in tune with the many social demands. The purpose of this study, therefore, is to replicate a particular model of privacy typology in Brazil. The choice fell on a study of Sheehan (2002), developed and tested in the U.S. environment. Translating the model to a group of 190 individuals in Brazil, we found that among the four studied variables (gender, age, education level and family income), only age was significant for privacy, with little more than 20% of variability. The level of education, which proved influential in American Internet users, did not show any relevance between the Brazilians. The differences in results can be attributed to several factors, with emphasis on the role played by cultural systems. Future studies should pursue such discrepancies to meet the challenge of privacy in the virtual field and benefit both individuals and the e-commerce.O status tecnológico da sociedade contemporânea, imersa no mundo virtual, ao mesmo tempo que cria novas oportunidades para as empresas e mais comodidade aos usuários, também gera interesses conflitantes entre essas duas partes e incita ao surgimento de paradoxos na relação de ambas com a privacidade. Um dos reflexos desse cenário é a falta de confiança do consumidor em expor seus dados pessoais no ambiente on-line, o que, por sua vez, atua como um obstáculo ao pleno potencial do comércio eletrônico. Uma das possíveis saídas para o dilema, apontada por vários estudiosos, estaria na busca do chamado caminho virtuoso do meio, representado por soluções eficazes e satisfatórias para todas as instâncias envolvidas. Como parte de tal caminho, que configura um processo de conhecimento do sentido e do valor da privacidade nos dias atuais, encontram-se os estudos de tipologia, que, apesar de numericamente pequenos — sobretudo tendo a Internet como foco —, representam esforços para se chegar a uma conceituação sobre o que é a natureza do privado. Desse entendimento dependem a elaboração e a fundamentação de estratégias para o implemento de soluções em sintonia com as inúmeras demandas sociais de hoje. O objetivo do presente trabalho, portanto, é replicar um determinado modelo de tipologia de privacidade no cenário do Brasil após pesquisa do tema em nível global. A escolha recaiu sobre um estudo de Sheehan (2002), desenvolvido nos Estados Unidos junto a um público de intermautas. Na transposição do modelo para um grupo de 190 indivíduos no Brasil, verificou-se que, dentre as quatro variáveis abordadas no estudo original (gênero, idade, grau de escolaridade e renda familiar), apenas a idade teve significância para a privacidade, com pouco mais de 20% de variabilidade. Já o nível de escolaridade, que se mostrou importante no trabalho norte-americano, não apresentou qualquer relevância entre o público brasileiro. As divergências nos resultados podem ser atribuídas a diferentes fatores, com ênfase ao papel exercido pelos sistemas culturais. Considerá-las, pois, pode embasar futuros estudos que, à semelhança deste, procurem responder ao desafio da privacidade no campo virtual e beneficiem tanto indivíduos como o fortalecimento do e-commerce.porPrivacidade da informaçãoPersonalização de produtos e serviçosSegurança da informaçãoConfiançaTipologia de privacidadeInformation privacyInformation securityE-commerceProducts and services customizationTrustPrivacy typologyAdministração de empresasDireito à privacidadeComportamento informacionalComércio eletrônicoConfiança do consumidorUsuários da InternetProteção de dadosA percepção de privacidade do internauta brasileiro à luz da tipologia de Sheehan: uma análise exploratóriainfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVinfo:eu-repo/semantics/openAccessLICENSElicense.txtlicense.txttext/plain; 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|
dc.title.por.fl_str_mv |
A percepção de privacidade do internauta brasileiro à luz da tipologia de Sheehan: uma análise exploratória |
title |
A percepção de privacidade do internauta brasileiro à luz da tipologia de Sheehan: uma análise exploratória |
spellingShingle |
A percepção de privacidade do internauta brasileiro à luz da tipologia de Sheehan: uma análise exploratória Dunaevits, Ilan Privacidade da informação Personalização de produtos e serviços Segurança da informação Confiança Tipologia de privacidade Information privacy Information security E-commerce Products and services customization Trust Privacy typology Administração de empresas Direito à privacidade Comportamento informacional Comércio eletrônico Confiança do consumidor Usuários da Internet Proteção de dados |
title_short |
A percepção de privacidade do internauta brasileiro à luz da tipologia de Sheehan: uma análise exploratória |
title_full |
A percepção de privacidade do internauta brasileiro à luz da tipologia de Sheehan: uma análise exploratória |
title_fullStr |
A percepção de privacidade do internauta brasileiro à luz da tipologia de Sheehan: uma análise exploratória |
title_full_unstemmed |
A percepção de privacidade do internauta brasileiro à luz da tipologia de Sheehan: uma análise exploratória |
title_sort |
A percepção de privacidade do internauta brasileiro à luz da tipologia de Sheehan: uma análise exploratória |
author |
Dunaevits, Ilan |
author_facet |
Dunaevits, Ilan |
author_role |
author |
dc.contributor.unidadefgv.por.fl_str_mv |
Escolas::EBAPE |
dc.contributor.member.none.fl_str_mv |
Linhares, Alexandre Carvalho, Rodrigo Baroni de |
dc.contributor.author.fl_str_mv |
Dunaevits, Ilan |
dc.contributor.advisor1.fl_str_mv |
Joia, Luiz Antonio |
contributor_str_mv |
Joia, Luiz Antonio |
dc.subject.por.fl_str_mv |
Privacidade da informação Personalização de produtos e serviços Segurança da informação Confiança Tipologia de privacidade Information privacy Information security |
topic |
Privacidade da informação Personalização de produtos e serviços Segurança da informação Confiança Tipologia de privacidade Information privacy Information security E-commerce Products and services customization Trust Privacy typology Administração de empresas Direito à privacidade Comportamento informacional Comércio eletrônico Confiança do consumidor Usuários da Internet Proteção de dados |
dc.subject.eng.fl_str_mv |
E-commerce Products and services customization Trust Privacy typology |
dc.subject.area.por.fl_str_mv |
Administração de empresas |
dc.subject.bibliodata.por.fl_str_mv |
Direito à privacidade Comportamento informacional Comércio eletrônico Confiança do consumidor Usuários da Internet Proteção de dados |
description |
Advances in information technology, especially in the virtual world, while creating new opportunities for businesses and more convenience to users, also generates conflicting interests between these two parties, emerging paradoxes in the relationship between them when it comes to personalization-privacy tradeoff. One of the consequences is the lack of consumer confidence in exposing their personal data in the online environment, which in turn, impacts the capacity of the e-commerce. One of the possible solutions pointed out by several scholars to manage the dilemma is to search for solutions that balance individual privacy and the needs for information disclosure. As part of this path, which looks for the meaning and value of privacy nowadays, are studies of typology, which, though numerically small — especially in the online environment — represent the efforts to arrive at a conceptualization of what is the nature of private. The typologies allow developing strategies and solutions in tune with the many social demands. The purpose of this study, therefore, is to replicate a particular model of privacy typology in Brazil. The choice fell on a study of Sheehan (2002), developed and tested in the U.S. environment. Translating the model to a group of 190 individuals in Brazil, we found that among the four studied variables (gender, age, education level and family income), only age was significant for privacy, with little more than 20% of variability. The level of education, which proved influential in American Internet users, did not show any relevance between the Brazilians. The differences in results can be attributed to several factors, with emphasis on the role played by cultural systems. Future studies should pursue such discrepancies to meet the challenge of privacy in the virtual field and benefit both individuals and the e-commerce. |
publishDate |
2012 |
dc.date.issued.fl_str_mv |
2012 |
dc.date.accessioned.fl_str_mv |
2013-04-02T12:39:10Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
DUNAEVITS, Ilan. A percepção de privacidade do internauta brasileiro à luz da tipologia de Sheehan: uma análise exploratória. Dissertação (Mestrado em Administração) - Escola Brasileira de Administração Pública e de Empresas, Fundação Getúlio Vargas - FGV, Rio de Janeiro, 2012. |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10438/10683 |
identifier_str_mv |
DUNAEVITS, Ilan. A percepção de privacidade do internauta brasileiro à luz da tipologia de Sheehan: uma análise exploratória. Dissertação (Mestrado em Administração) - Escola Brasileira de Administração Pública e de Empresas, Fundação Getúlio Vargas - FGV, Rio de Janeiro, 2012. |
url |
http://hdl.handle.net/10438/10683 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.source.none.fl_str_mv |
reponame:Repositório Institucional do FGV (FGV Repositório Digital) instname:Fundação Getulio Vargas (FGV) instacron:FGV |
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Fundação Getulio Vargas (FGV) |
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FGV |
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FGV |
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Repositório Institucional do FGV (FGV Repositório Digital) |
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Repositório Institucional do FGV (FGV Repositório Digital) |
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