Cargando…
The impact of IoT security labelling on consumer product choice and willingness to pay
The Internet of Things (IoT) brings internet connectivity to everyday electronic devices (e.g. security cameras and smart TVs) to improve their functionality and efficiency. However, serious security and privacy concerns have been raised about the IoT which impact upon consumer trust and purchasing....
Autores principales: | , , , |
---|---|
Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Public Library of Science
2020
|
Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6980634/ https://www.ncbi.nlm.nih.gov/pubmed/31978096 http://dx.doi.org/10.1371/journal.pone.0227800 |
_version_ | 1783490982175571968 |
---|---|
author | Johnson, Shane D. Blythe, John M. Manning, Matthew Wong, Gabriel T. W. |
author_facet | Johnson, Shane D. Blythe, John M. Manning, Matthew Wong, Gabriel T. W. |
author_sort | Johnson, Shane D. |
collection | PubMed |
description | The Internet of Things (IoT) brings internet connectivity to everyday electronic devices (e.g. security cameras and smart TVs) to improve their functionality and efficiency. However, serious security and privacy concerns have been raised about the IoT which impact upon consumer trust and purchasing. Moreover, devices vary considerably in terms of the security they provide, and it is difficult for consumers to differentiate between more and less secure devices. One proposal to address this is for devices to carry a security label to help consumers navigate the market and know which devices to trust, and to encourage manufacturers to improve security. Using a discrete choice experiment, we estimate the potential impact of such labels on participant’s purchase decision making, along with device functionality and price. With the exception of a label that implied weak security, participants were significantly more likely to select a device that carried a label than one that did not. While they were generally willing to pay the most for premium functionality, for two of the labels tested, they were prepared to pay the same for security and functionality. Qualitative responses suggested that participants would use a label to inform purchasing decisions, and that the labels did not generate a false sense of security. Our findings suggest that the use of a security label represents a policy option that could influence behaviour and that should be seriously considered. |
format | Online Article Text |
id | pubmed-6980634 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2020 |
publisher | Public Library of Science |
record_format | MEDLINE/PubMed |
spelling | pubmed-69806342020-02-07 The impact of IoT security labelling on consumer product choice and willingness to pay Johnson, Shane D. Blythe, John M. Manning, Matthew Wong, Gabriel T. W. PLoS One Research Article The Internet of Things (IoT) brings internet connectivity to everyday electronic devices (e.g. security cameras and smart TVs) to improve their functionality and efficiency. However, serious security and privacy concerns have been raised about the IoT which impact upon consumer trust and purchasing. Moreover, devices vary considerably in terms of the security they provide, and it is difficult for consumers to differentiate between more and less secure devices. One proposal to address this is for devices to carry a security label to help consumers navigate the market and know which devices to trust, and to encourage manufacturers to improve security. Using a discrete choice experiment, we estimate the potential impact of such labels on participant’s purchase decision making, along with device functionality and price. With the exception of a label that implied weak security, participants were significantly more likely to select a device that carried a label than one that did not. While they were generally willing to pay the most for premium functionality, for two of the labels tested, they were prepared to pay the same for security and functionality. Qualitative responses suggested that participants would use a label to inform purchasing decisions, and that the labels did not generate a false sense of security. Our findings suggest that the use of a security label represents a policy option that could influence behaviour and that should be seriously considered. Public Library of Science 2020-01-24 /pmc/articles/PMC6980634/ /pubmed/31978096 http://dx.doi.org/10.1371/journal.pone.0227800 Text en © 2020 Johnson et al http://creativecommons.org/licenses/by/4.0/ This is an open access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/) , which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited. |
spellingShingle | Research Article Johnson, Shane D. Blythe, John M. Manning, Matthew Wong, Gabriel T. W. The impact of IoT security labelling on consumer product choice and willingness to pay |
title | The impact of IoT security labelling on consumer product choice and willingness to pay |
title_full | The impact of IoT security labelling on consumer product choice and willingness to pay |
title_fullStr | The impact of IoT security labelling on consumer product choice and willingness to pay |
title_full_unstemmed | The impact of IoT security labelling on consumer product choice and willingness to pay |
title_short | The impact of IoT security labelling on consumer product choice and willingness to pay |
title_sort | impact of iot security labelling on consumer product choice and willingness to pay |
topic | Research Article |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6980634/ https://www.ncbi.nlm.nih.gov/pubmed/31978096 http://dx.doi.org/10.1371/journal.pone.0227800 |
work_keys_str_mv | AT johnsonshaned theimpactofiotsecuritylabellingonconsumerproductchoiceandwillingnesstopay AT blythejohnm theimpactofiotsecuritylabellingonconsumerproductchoiceandwillingnesstopay AT manningmatthew theimpactofiotsecuritylabellingonconsumerproductchoiceandwillingnesstopay AT wonggabrieltw theimpactofiotsecuritylabellingonconsumerproductchoiceandwillingnesstopay AT johnsonshaned impactofiotsecuritylabellingonconsumerproductchoiceandwillingnesstopay AT blythejohnm impactofiotsecuritylabellingonconsumerproductchoiceandwillingnesstopay AT manningmatthew impactofiotsecuritylabellingonconsumerproductchoiceandwillingnesstopay AT wonggabrieltw impactofiotsecuritylabellingonconsumerproductchoiceandwillingnesstopay |