Understanding location-based services users’ privacy concern

Understanding location-based services users’ privacy concern PurposeThe purpose of this paper is to draw on the elaboration likelihood model to examine location-based services (LBS) users’ privacy concern.Design/methodology/approachBased on the 266 valid responses collected from a survey, structural equation modeling was employed to examine the research model.FindingsThe results indicated that privacy concern receives a dual influence from both central cues and peripheral cues. Central cues include privacy policy and information quality, whereas peripheral cues include reputation and privacy seals. Privacy control moderates the effects of privacy policy and privacy seals on privacy concern.Research limitations/implicationsThe results imply that service providers need to consider both central and peripheral cues in order to mitigate users’ privacy concern associated with using LBS.Originality/valueAlthough previous research has found the effect of privacy concern on user adoption of LBS, it has seldom examined the influence processes of external factors on privacy concern. This research tries to fill the gap. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Internet Research Emerald Publishing

Understanding location-based services users’ privacy concern

Internet Research, Volume 27 (3): 14 – Jun 5, 2017

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1066-2243
DOI
10.1108/IntR-04-2016-0088
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to draw on the elaboration likelihood model to examine location-based services (LBS) users’ privacy concern.Design/methodology/approachBased on the 266 valid responses collected from a survey, structural equation modeling was employed to examine the research model.FindingsThe results indicated that privacy concern receives a dual influence from both central cues and peripheral cues. Central cues include privacy policy and information quality, whereas peripheral cues include reputation and privacy seals. Privacy control moderates the effects of privacy policy and privacy seals on privacy concern.Research limitations/implicationsThe results imply that service providers need to consider both central and peripheral cues in order to mitigate users’ privacy concern associated with using LBS.Originality/valueAlthough previous research has found the effect of privacy concern on user adoption of LBS, it has seldom examined the influence processes of external factors on privacy concern. This research tries to fill the gap.

Journal

Internet ResearchEmerald Publishing

Published: Jun 5, 2017

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