People's Political Views, Perceived Social Norms, and Individualism Shape Their Privacy Concerns for and Acceptance of Pandemic Control Measures That Use Individual-level Georeferenced Data

Background: As the COVID-19 pandemic became a major global health crisis, many COVID-19 control measures that use individual-level georeferenced data (e.g., the locations of people's residences and activities) have been used in different countries around the world. Because these measures involve some disclosure risk and have the potential for privacy violations, people's concerns for geoprivacy (locational privacy) have recently heightened as a result, leading to an urgent need to understand and address the geoprivacy issues associated with COVID-19 control measures that use data on people's private locations.

Methods: We conducted an international cross-sectional survey in six study areas (n = 4260) to examine how people's political views, perceived social norms, and individualism shape their privacy concerns, perceived social benefits, and acceptance of ten COVID-19 control measures that use individual-level georeferenced data. Multilevel linear regression models were used to examine these effects. We also applied multilevel structure equation models (SEMs) to explore the direct, indirect, and mediating effects among the variables.

Results: We observed a tradeoff relationship between people's privacy concerns and the acceptance (and perceived social benefits) of the control measures. People's perceived social tightness and vertical individualism are positively associated with their acceptance and perceived social benefits of the control measures, while horizontal individualism has a negative association. Further, people with conservative political views and high levels of individualism (both vertical and horizontal) have high levels of privacy concerns.

Conclusions: Our results first suggest that people's privacy concerns significantly affect their perceived social benefits and acceptance of the COVID-19 control measures. Besides, our results also imply that strengthening social norms may increase people's acceptance and perceived social benefits of the control measures but may not reduce people's privacy concerns, which could be an obstacle to the implementation of similar control measures during future pandemics. Lastly, people's privacy concerns tend to increase with their conservatism and individualism.