O paradoxo da privacidade no uso de wearables em praticantes de atividades físicas

• Ano de defesa: 2021
• Autor(a) principal: Gonçalves, Renata Benigna
• Orientador(a): Figueiredo, Júlio César Bastos de
• Banca de defesa: Ponchio, Mateus Canniatti, Pereira, Luís Henrique
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado Profissional em Comportamento do Consumidor
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: estratégia e inteligência de mercado; privacidade de dados; paradoxo da privacidade; métrica do paradoxo da privacidade; paradoxo da privacidade dos wearables
• Palavras-chave em Inglês: strategy and market intelligence; data privacy; privacy paradox; metrics of the privacy paradox; data privacy in wearables
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://tede2.espm.br/handle/tede/577

The objective of this research is to analyze the degree of privacy paradox, dichotomy between the declared intention in relation to privacy and the real behavior, among practitioners of physical activities, regarding the use and non-use of wearables devices, the type of functionality of these wearables, the type of intensity of physical activities, as well as the frequency of practice of these activities. It will also be analyzed the influence of the privacy paradox in the development of its usage habits and the effect of gender as a moderator of the relationship between the type of functionality of the wearable and the privacy paradox. A quantitative approach was used based on a descriptive research using a cross-sectional data collection via questionnaire. The sampling method is non-probabilistic, and the data analysis based on the combination of descriptive statistics, treated with analysis of variance (ANOVA). Based on the results, it was possible to show that the frequency of physical activity, the type of functionality of the wearable, the monthly income and gender influence the paradoxical behavior. Evidence is also presented that the usage habit is influenced by the privacy paradox, with indications of a reduction of its development in users in a paradoxical situation, an extremely important aspect for customer management.