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Koguchi, Teppei
Jitsuzumi, Toshiya
Kasuga, Norihiro
Nakamura, Akihiro
Shishikura, Manabu
Year of Publication: 
Series/Report no.: 
27th European Regional Conference of the International Telecommunications Society (ITS), Cambridge, United Kingdom, 7th - 9th September 2016
In this research, we performed AHP analysis on what sentiments or emotions have the capacity to affect the WTP and WTA required by consumers, with respect to personal information leaks during internet use. The analysis results revealed differences in consumer sentiment and emotion during the following instances, despite their commonality in dealing with a personal information leak: a data leak while using online search services, while using a typical video streaming service such as YouTube, and while using a pornographic video service. Specifically, the user had relatively greater anger toward the business for data leaks encountered while using a typical video streaming service, and relatively greater self-shame for data leaks encountered while using pornographic video services.
Document Type: 
Conference Paper

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