Identifying the values associated with users’ behavior towards anonymity tools through means-end analysis

Concerns about privacy and frustration over censorship and content blocking urge a great number of users to use privacy enhancing products. This research focuses on anonymity tools, as a Privacy Enhancing Technology (PET), investigating the human values associated with users’ behavior towards them....

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Autores principales:	Andreas Skalkos, Aggeliki Tsohou, Maria Karyda, Spyros Kokolakis
Formato:	article
Lenguaje:	EN
Publicado:	Elsevier 2020
Materias:	PETs Anonymity tools Means-end analysis Laddering interview Values Electronic computers. Computer science QA75.5-76.95 Psychology BF1-990
Acceso en línea:	https://doaj.org/article/6cb3da8cbb7648f9bd632c64cc349fe0
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id	oai:doaj.org-article:6cb3da8cbb7648f9bd632c64cc349fe0
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spelling	oai:doaj.org-article:6cb3da8cbb7648f9bd632c64cc349fe02021-12-01T05:03:30ZIdentifying the values associated with users’ behavior towards anonymity tools through means-end analysis2451-958810.1016/j.chbr.2020.100034https://doaj.org/article/6cb3da8cbb7648f9bd632c64cc349fe02020-08-01T00:00:00Zhttp://www.sciencedirect.com/science/article/pii/S2451958820300348https://doaj.org/toc/2451-9588Concerns about privacy and frustration over censorship and content blocking urge a great number of users to use privacy enhancing products. This research focuses on anonymity tools, as a Privacy Enhancing Technology (PET), investigating the human values associated with users’ behavior towards them. We use means-end analysis, a methodology we consider to be appropriate for investigating users’ conceptions and incentives that determine acceptance and use of anonymity tools. In this context we use the laddering technique, a qualitative method based on in-depth interviews, to identify the chains of attribute-consequence-value of anonymity tools users and to construct a Hierarchical Value Map. The results show that freedom, personal privacy, economic prosperity, professional development and fear-free living are the core values users achieve as a result of anonymity tools use. The aim of our research is to provide insights and enhance understanding of anonymity tools users’ behavior, which we expect to benefit both researchers and software engineers to design more effective tools.Andreas SkalkosAggeliki TsohouMaria KarydaSpyros KokolakisElsevierarticlePETsAnonymity toolsMeans-end analysisLaddering interviewValuesElectronic computers. Computer scienceQA75.5-76.95PsychologyBF1-990ENComputers in Human Behavior Reports, Vol 2, Iss , Pp 100034- (2020)
institution	DOAJ
collection	DOAJ
language	EN
topic	PETs Anonymity tools Means-end analysis Laddering interview Values Electronic computers. Computer science QA75.5-76.95 Psychology BF1-990
spellingShingle	PETs Anonymity tools Means-end analysis Laddering interview Values Electronic computers. Computer science QA75.5-76.95 Psychology BF1-990 Andreas Skalkos Aggeliki Tsohou Maria Karyda Spyros Kokolakis Identifying the values associated with users’ behavior towards anonymity tools through means-end analysis
description	Concerns about privacy and frustration over censorship and content blocking urge a great number of users to use privacy enhancing products. This research focuses on anonymity tools, as a Privacy Enhancing Technology (PET), investigating the human values associated with users’ behavior towards them. We use means-end analysis, a methodology we consider to be appropriate for investigating users’ conceptions and incentives that determine acceptance and use of anonymity tools. In this context we use the laddering technique, a qualitative method based on in-depth interviews, to identify the chains of attribute-consequence-value of anonymity tools users and to construct a Hierarchical Value Map. The results show that freedom, personal privacy, economic prosperity, professional development and fear-free living are the core values users achieve as a result of anonymity tools use. The aim of our research is to provide insights and enhance understanding of anonymity tools users’ behavior, which we expect to benefit both researchers and software engineers to design more effective tools.
format	article
author	Andreas Skalkos Aggeliki Tsohou Maria Karyda Spyros Kokolakis
author_facet	Andreas Skalkos Aggeliki Tsohou Maria Karyda Spyros Kokolakis
author_sort	Andreas Skalkos
title	Identifying the values associated with users’ behavior towards anonymity tools through means-end analysis
title_short	Identifying the values associated with users’ behavior towards anonymity tools through means-end analysis
title_full	Identifying the values associated with users’ behavior towards anonymity tools through means-end analysis
title_fullStr	Identifying the values associated with users’ behavior towards anonymity tools through means-end analysis
title_full_unstemmed	Identifying the values associated with users’ behavior towards anonymity tools through means-end analysis
title_sort	identifying the values associated with users’ behavior towards anonymity tools through means-end analysis
publisher	Elsevier
publishDate	2020
url	https://doaj.org/article/6cb3da8cbb7648f9bd632c64cc349fe0
work_keys_str_mv	AT andreasskalkos identifyingthevaluesassociatedwithusersbehaviortowardsanonymitytoolsthroughmeansendanalysis AT aggelikitsohou identifyingthevaluesassociatedwithusersbehaviortowardsanonymitytoolsthroughmeansendanalysis AT mariakaryda identifyingthevaluesassociatedwithusersbehaviortowardsanonymitytoolsthroughmeansendanalysis AT spyroskokolakis identifyingthevaluesassociatedwithusersbehaviortowardsanonymitytoolsthroughmeansendanalysis
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Identifying the values associated with users’ behavior towards anonymity tools through means-end analysis

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