The impact of data breaches on consumers’ attitudes and behaviors
Paljakka, Joakim Georgij (2019-12-21)
Paljakka, Joakim Georgij
21.12.2019
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2019122149303
https://urn.fi/URN:NBN:fi-fe2019122149303
Tiivistelmä
There exists some amount of research regarding data breaches and how they affect consumers’ attitudes and behaviors. However, the amount of studies in this context is still low and more research is required. The research has mainly concentrated on the breached companies’ perspective and how the consumers’ attitudes and behaviors have changed due to the breaches. This thesis investigates how the knowledge of data breaches affects consumers’ attitudes and behaviors, and what kinds of attitudes and behaviors consumers have toward breached companies.
The study is qualitative in nature and uses semi-structured interviews to gather data from 10 Finnish interviewees. The consumers’ attitudes and behaviors are affected by the knowledge of data breaches, especially due to concerns that the data breaches create. Furthermore, consumers’ attitudes and behaviors towards companies that have experienced a data breach vary depending on different reasons. The results are mixed whether the consumers would do business with a breached company, or sign-in a service that has experienced a breach. The thesis provides more evidence on how consumers are affected by the data breaches and why companies should pay attention to consumers’ data protection.
The study is qualitative in nature and uses semi-structured interviews to gather data from 10 Finnish interviewees. The consumers’ attitudes and behaviors are affected by the knowledge of data breaches, especially due to concerns that the data breaches create. Furthermore, consumers’ attitudes and behaviors towards companies that have experienced a data breach vary depending on different reasons. The results are mixed whether the consumers would do business with a breached company, or sign-in a service that has experienced a breach. The thesis provides more evidence on how consumers are affected by the data breaches and why companies should pay attention to consumers’ data protection.