Open AccessPeople’s expectations and experiences of big data collection in the Saudi context
Author(s) -
Muhammad Binsawad,
Ghazanfar Ali Abbasi,
Osama Sohaib
Publication year - 2022
Publication title -
peerj. computer science
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.806
H-Index - 24
ISSN - 2376-5992
DOI - 10.7717/peerj-cs.926
Subject(s) - data collection , context (archaeology) , big data , data science , psychology , computer science , geography , sociology , social science , data mining , archaeology
Big data and machine learning technologies facilitate various business intelligence activities for businesses. However, personal data collection can generate adverse effects on consumers. Big data collection can compromise people’s sense of autonomy, harming digital privacy, transparency and trust. This research investigates personal data collection, control, awareness, and privacy regulation on people’s autonomy in Saudi. This study used a hybrid analytical model that incorporates symmetrical and asymmetrical analysis via fuzzy set qualitative comparative analysis (fsQCA) to analyze consumer sense of autonomy regarding big data collection. The symmetrical shows that ‘Control’ had the most significant influence on people’s autonomy, followed by ‘Big data collection’ and ‘Awareness’. The fsQCA shows 84% of the variation, explaining the people’s autonomy.