With our lives being increasingly digital, most users are concerned about their online privacy. Still, many users provide manifold data online and show no protection behaviors. Research has found different explanations for this privacy paradox: users perform a privacy calculus (weighing benefits and concerns about data sharing), make affective and inconsiderate decisions, or are overtaxed by the complexity of privacy protection practices. Complementing these theories, we hypothesize that different user types approach privacy differently. In interviews and focus groups (N = 25), we see that users show a different reasoning for their online behaviors. Subsequently, an online survey (N = 337) was carried out. Using cluster analyses, we identify three user groups: Privacy Guardians are highly concerned and guard their privacy carefully, Privacy Cynics are moderately concerned but feel powerless, and Privacy Pragmatists are less concerned and trade privacy for benefits. The user groups need to be addressed by individually tailored information and communication strategies to be able to adequately benefit from the digital era according to their requirements.

中文翻译：

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在线隐私人格类型学

随着我们的生活越来越数字化，大多数用户都在关注他们的在线隐私。但是，许多用户在线提供了多种数据，并且没有显示保护行为。研究发现了这种隐私悖论的不同解释：用户执行隐私演算（权衡数据共享的好处和担忧），做出有影响力的，不明智的决定，或者由于隐私保护实践的复杂性而负担过重。作为这些理论的补充，我们假设不同的用户类型以不同的方式对待隐私。在访谈和焦点小组（N = 25）中，我们看到用户对他们的在线行为表现出不同的推理。随后，进行了在线调查（N = 337）。使用聚类分析，我们确定了三个用户组：隐私卫士高度关注并谨慎保护自己的隐私，隐私愤世嫉俗者关注程度适中，但感觉无能为力，隐私实用主义者则不太关心，而是以隐私为利益。用户群需要通过个性化的信息和通信策略来解决，以便能够根据其需求从数字时代中充分受益。