Zusammenfassung
Der Schutz der eigenen Privatsphäre im digitalen Alltag fällt schwer. Spätestens seit der Omnipräsenz des mobilen Internets dank Smartphones und der damit verbundenen rapiden Verbreitung digitaler Dienste, ist die Verbreitung persönliche Informationen immer schwerer zu kontrollieren. Darüber hinaus stellte die Forschung bereits vor etwa zehn Jahren fest, dass Menschen sich widersprüchlich in Bezug auf ihre Privatsphäre verhalten (Norberg et al. 2007) und bezeichneten dieses Phänomen als das Privacy-Paradoxons. Um zu klären, warum Menschen sich im Hinblick auf ihre Privatsphäre widersprüchlich verhalten und ob dies in der Tat paradox im Sinne des Wortes ist, ist es notwendig, zu verstehen, was Menschen motiviert und wie sie Entscheidungen treffen. Kurz, wie menschliches Verhalten entsteht. Im Rahmen dieses Beitrags werden Faktoren beschrieben und diskutiert, die in verschiedenen Situationen das menschliche Verhalten beeinflussen und aus diesen ein integratives Verhaltensmodell im Kontext der digitalen Privatsphäre abgeleitet. Auf Basis dieses Modell werden dann Antworten auf die Frage geliefert, wie das Phänomen des Privacy-Paradoxons zu erklären ist und anhand eines Beispiels diskutiert, was sich daraus für die Praxis an Handlungsansätzen ableiten lassen.
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Gerber, P., Volkamer, M., Gerber, N. (2017). Das Privacy-Paradoxon – Ein Erklärungsversuch und Handlungsempfehlungen. In: Dialogmarketing Perspektiven 2016/2017. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-16835-3_8
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