Balancing privacy and usability : a design science research approach for cookie consent mechanisms

Digital analytics literature has received increasing research attention regarding website cookies owing to the implementation of the General Data Protection Regulation (GDPR) and its role in online privacy decisions and data collection. However, there is still a gap in the literature about users' perspectives and beliefs about the intention to accept (opt-in) to the website cookie consent. Therefore, this study focuses on measuring user behavior toward website cookie consent mechanisms by integrating the Technology Acceptance Model (TAM), Protection Motivation Theory (PMT), and Design Science Research (DSR). Through a survey of 384 participants aware of website cookie consent in Jordan, this study examined the influence of factors such as perceived usefulness, ease of use, and threat and coping appraisals on accepting data collection through website cookies while browsing the Internet. The findings highlight the higher influence of perceived ease of use on driving consent, highlighting the need for consent that is user-friendly while protecting data privacy. By integrating DSR, this study incorporates open innovation principles by proposing innovative design requirements for website cookie consents. In addition, it offers valuable insights for both academics and practitioners by proposing a starting point for further investigation of technology acceptance, online privacy decisions, and data collection privacy regulations.