TY - GEN
T1 - Factors that Influence Cookie Acceptance - Characteristics of Cookie Notices that Users Perceive to Affect their Decisions
AU - Giese, Julia-Cassandra
AU - Stabauer, Martin
PY - 2022
Y1 - 2022
N2 - Especially in e-commerce and associated online marketing, web cookies play an essential role as they provide information that is key, for instance, to improving website functionality and customization. With the 2019 ruling of the Court of Justice of the European Union, cookie notices became mandatory in the EU. Companies seek to measure and improve cookie opt-in rates to avoid large data losses relevant for online marketing. We tested in an experiment the most common cookie variants – the binary-choice cookie notice and the category-choice cookie notice – for their acceptance rates. The results showed that the former achieved a slightly, but statistically significantly, higher opt-in rate, and the highest opt-in rate was found among users browsing on mobile devices. The decision to accept or reject cookies when presented with a cookie notice is made within seconds and can be influenced by various external factors, which we sought to identify and examine in this study with the use of a survey following the experiment. None of the external influencing factors examined were perceived as influential by more than half of the participants. Simplicity of use, the speed with which the cookie notice is dismissed and time pressure when browsing were the most frequently mentioned external influencing factors. However, all factors examined had some effect on users’ attitudes to cookie notices.
AB - Especially in e-commerce and associated online marketing, web cookies play an essential role as they provide information that is key, for instance, to improving website functionality and customization. With the 2019 ruling of the Court of Justice of the European Union, cookie notices became mandatory in the EU. Companies seek to measure and improve cookie opt-in rates to avoid large data losses relevant for online marketing. We tested in an experiment the most common cookie variants – the binary-choice cookie notice and the category-choice cookie notice – for their acceptance rates. The results showed that the former achieved a slightly, but statistically significantly, higher opt-in rate, and the highest opt-in rate was found among users browsing on mobile devices. The decision to accept or reject cookies when presented with a cookie notice is made within seconds and can be influenced by various external factors, which we sought to identify and examine in this study with the use of a survey following the experiment. None of the external influencing factors examined were perceived as influential by more than half of the participants. Simplicity of use, the speed with which the cookie notice is dismissed and time pressure when browsing were the most frequently mentioned external influencing factors. However, all factors examined had some effect on users’ attitudes to cookie notices.
UR - https://www.scopus.com/pages/publications/85133230775
U2 - 10.1007/978-3-031-05544-7_21
DO - 10.1007/978-3-031-05544-7_21
M3 - Conference proceedings
SN - 9783031055430
VL - 13327
T3 - Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
SP - 272
EP - 285
BT - HCI in Business, Government and Organizations - 9th International Conference, HCIBGO 2022, Held as Part of the 24th HCI International Conference, HCII 2022, Proceedings
A2 - Fui-Hoon Nah, Fiona
A2 - Siau, Keng
PB - Springer
CY - Cham
ER -