  Personalisation refers to the catering of online services to match consumer's
interests. In order to provide personalised service, companies gather data on
the consumer. In this situation, consumers must navigate a trade-off when they
want the benefits of personalised information and services while simultaneously
wish to protect themselves from privacy risks. However, despite many
individuals claiming that privacy is an essential right to them, they behave
contradictorily in online environments by not engaging in privacy-preserving
behaviours. This paradox is known as the personalisation-privacy Paradox. The
personalisation-privacy paradox has been studied in many different scenarios,
ranging from location-based advertising to online shopping. The objective of
this study is to investigate the personalisation-privacy paradox in the context
of smart speakers. Based on an exploratory study with young Irish consumers,
this study suggests a difference between the users and non-users of smart
speakers in terms of their perception of privacy risks and corresponding
privacy-preserving behaviours. In so doing, it also explains the existence of
the personalisation-privacy paradox and offers insights for further research.
