Recent regulation in the European Union (i.e., the General Data Protection Regulation) affects websites’ information privacy practices. This regulation addresses two dimensions: websites must (1) provide visible notice regarding private information they collect through cookies and (2) give consumers the choice to disagree to such tracking. Policy makers must understand their regulation’s degree of implementation, as well as its effect on consumers. The authors develop a typology of website cookie notices along the dimensions of notice visibility and choice. A field study shows that most websites only offer low notice visibility and limited choice over private information collection. In addition, four experimental studies in the EU and United States explore the effects of information privacy practices. They find that offering choice over whether or which data are collected increases consumer power, whereas visibility of the notice (vs. no notice) only affects risk perceptions. The authors establish the novel suggestion that perceived risk is mitigated if consumers have more choice over their data (indirectly through greater power). Power and risk influence consumers’ affect and purchase intent.

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消费者感知权力和风险对数字信息隐私的影响：以 Cookie 通知为例

欧盟最近的法规（即通​​用数据保护法规）影响网站的信息隐私实践。该法规涉及两个方面：网站必须 (1) 提供有关他们通过 cookie 收集的私人信息的可见通知，以及 (2) 为消费者提供不同意此类跟踪的选择。政策制定者必须了解其法规的实施程度及其对消费者的影响。作者根据通知可见性和选择的维度开发了网站 cookie 通知的类型。一项实地研究表明，大多数网站仅提供较低的通知可见性和私人信息收集的有限选择。此外，欧盟和美国的四项实验研究探讨了信息隐私实践的影响。他们发现，提供关于是否收集或收集哪些数据的选择会增加消费者的权力，而通知的可见性（与没有通知相比）只会影响风险感知。作者提出了一个新颖的建议，即如果消费者对他们的数据有更多选择（间接通过更大的权力），感知风险就会降低。权力和风险影响消费者的情感和购买意愿。