Digital assistants (DA) perform routine tasks for users by interacting with the Internet of Things (IoT) devices and digital services. To do so, such assistants rely heavily on personal data, e.g. to provide personalized responses. This leads to privacy concerns for users and makes privacy features an important component of digital assistants. This study examines user preferences for three attributes of the design of privacy features in digital assistants, namely (1) the amount of information on personal data that is shown to the user, (2) explainability of the DA’s decision, and (3) the degree of gamification of the user interface (UI). In addition, it estimates users’ willingness to pay (WTP) for different versions of privacy features. The results for the full sample show that users prefer to understand the rationale behind the DA’s decisions based on the personal information involved, while being given information about the potential impacts of disclosing specific data. Further, the results indicate that users prefer to interact with the DA’s privacy features in a serious game. For this product, users are willing to pay €21.39 per month. In general, a playful design of privacy features is strongly preferred, as users are willing to pay 23.8% more compared to an option without any gamified elements. A detailed analysis identifies two customer clusters “Best Agers” and “DA Advocates”, which differ mainly in their average age and willingness to pay. Further, “DA Advocates” are mainly male and more privacy sensitive, whereas “Best Agers” show a higher affinity for a playful design of privacy features.

中文翻译：

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用户对数字助理隐私功能的偏好

数字助理 (DA) 通过与物联网 (IoT) 设备和数字服务交互，为用户执行日常任务。为此，此类助手严重依赖个人数据，例如提供个性化响应。这会导致用户对隐私的担忧，并使隐私功能成为数字助理的重要组成部分。本研究检查了用户对数字助理隐私功能设计的三个属性的偏好，即（1）向用户显示的个人数据信息量，（2）DA 决策的可解释性，以及（3）用户界面 (UI) 的游戏化程度。此外，它还估计了用户对不同版本的隐私功能的支付意愿（WTP）。完整样本的结果表明，用户更愿意根据所涉及的个人信息了解 DA 决策背后的基本原理，同时获得有关披露特定数据的潜在影响的信息。此外，结果表明用户更喜欢在严肃游戏中与 DA 的隐私功能进行交互。对于该产品，用户愿意每月支付 21.39 欧元。一般来说，隐私功能的有趣设计是非常受欢迎的，因为与没有任何游戏化元素的选项相比，用户愿意多支付 23.8%。详细分析确定了两个客户群“最佳年龄”和“DA 倡导者”，它们的主要区别在于平均年龄和支付意愿。此外，“DA Advocates”主要是男性，对隐私更敏感，