Consumers’ multistage data control in technology-mediated environments

Abstract

New technologies create novel tensions, such as between providing consumers with greater control over their personal data and enhancing the technological sophistication of firms’ offerings (e.g., through automation). Resolving such control-related tensions requires specific, comprehensive conceptualizations and measures of consumers’ perceived data control. Drawing from conceptual notions of control, the authors develop a novel, multistage account of control across consumer–firm data exchanges in various traditional (active and passive) and new, hybrid data disclosure settings. By distinguishing, defining, and operationalizing control activities pertaining to the collection, submission, access, and use of personal data, this article proposes a means to capture consumers’ subjective control perceptions. Study 1, focused on quantitative measure validation, establishes that consumers can distinguish the four data control activities; Study 2, a qualitative account using depth interviews, reveals that consumers identify the four control activities unprompted and across diverse situations. Collectively, these findings present both theoretical and practical implications. This article concludes with a robust set of research directions for an expanded understanding of data control activities in technology-mediated environments.