DOI QR코드

DOI QR Code

Influence of Privacy Concerns on Intention to Use Location-based Services Based on Privacy Calculus Perspective

프라이버시 계산 관점에서 위치기반서비스 이용의도에 대한 프라이버시 염려의 영향

  • Kim, Jongki (Dept. of Business Administration, College of Business, Pusan National University)
  • 김종기 (부산대학교 경영대학 경영학과)
  • Received : 2017.11.03
  • Accepted : 2017.12.20
  • Published : 2017.12.28

Abstract

As Location-based services on smartphone are getting more popular, users have more concern on exposing their location information. This study developed a research model to identify how smartphone users perceive on providing information pertaining to their location based on privacy calculus theory. 203 responses were analyzed with SmartPLS 2.0. The outcome of this research is quite interesting because conventional belief of privacy calculus perspective does not hold. The privacy calculus theory is based on assumption that human being is rational and decision to provide privacy information is determined by risk and benefit aspects. However, the result of this study is in accordance with behavioral economics perspective in which emotional judgment and behavioral judgement are affected by different factors.

Keywords

Smartphone;Privacy;Location-based Services;Privacy Calculus;Behavioral Economics

Acknowledgement

Supported by : Pusan National University

References

  1. Hruska, J., "Smartphone usage surges while PCs show startling decline in new worldwide study," Extreme Tech, August 2014.
  2. Zichuhr, K., "Location-Based Services," Pew Research Center, 2013.
  3. Boyles, J., Smith, A, and Madden, M., "Privacy and Data Management on Mobile Devices," Pew Research Center, 2012.
  4. Money Today, "Apple fined 3M won for illegally gathered location information," 2011.
  5. EPIC Alert, "Washington D. C.: Electronic Privacy Information Center," 2000.
  6. Hoffman, D. and T. Novak, "Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations," Journal of Marketing, Vol. 60, pp. 50-68, 1996. https://doi.org/10.2307/1251841
  7. Junglas, I. and Watson, R., "Location-based Services: Evaluating user perceptions of location-tracking and location-awareness services," Communications of the ACM, Vol. 51 No. 3, pp. 65-69, 2008.
  8. Jourard, S., "Some Psychological Aspects of Privacy," Law and Contemporary Problems, Vol. 31, pp. 307-318, 1966. https://doi.org/10.2307/1190673
  9. Stone, E., D. Gardner, H. Gueutal, and S. McClure, "A Field Experiment Comparison Information-Privacy Values, Beliefs, and Attitudes across Several Types of Organizations," Journal of Applied Psychology, Vol. 68, No. 3, pp. 459-468, 1983. https://doi.org/10.1037/0021-9010.68.3.459
  10. Stone, E. F., and D. L. Stone, "Privacy in Organizations: Theoretical Issues, Research Findings, and Protection Mechanisms," in Research Findings in Personnel and Human Resources Management, K. Rowland and G. Ferris (Eds.), JAI Press, pp. 349-411, 1990.
  11. Faja, S. and S. Trimi, "Influence of the Web Vendors' Interventions on Privacy-Related Behaviors in E-Commerce," Communications of the AIS, Vol. 17, pp. 593-634, 2006.
  12. Shin, M., "Influences Information Privacy Concerns and Personal Innovation of Smartphone-based Shopping Mall on Usefulness, Ease-of-Use and Satisfaction," Journal of Digital Convergence, Vol. 12, No. 8, pp. 197-209, 2014.
  13. Campbell, A., "Relationship Marketing in Consumer Markets: A Comparison of Managerial and Consumer Attitudes about Information Privacy," Journal of Direct Marketing, Vol. 11, pp. 44-57, 1997.
  14. Smith, H. J., S. J. Milberg and S. J. Burke, "Information Privacy: Measuring Individuals' Concerns about Organizational Practices," MIS Quarterly, Vol. 20, No. 2, pp. 167-195, 1996. https://doi.org/10.2307/249477
  15. Malhotra, N. K., S. S. Kim and J. Agarwal, "Internet Users' Information Privacy Concerns (IUIPC): The Construct, the Scale, and a Casual Model," Information Systems Research, Vol. 15, No. 4, pp. 336-355, 2004. https://doi.org/10.1287/isre.1040.0032
  16. Cheung, A., "Location privacy: The challenges of mobile service devices," Computer Law & Security Review, Vol. 30, No. 1, pp. 41-54, 2014. https://doi.org/10.1016/j.clsr.2013.11.005
  17. Dinev, T. and Hart, P., "An extended privacy calculus model for e-commerce transactions." Information Systems Research, Vol. 17, No. 1, pp. 61-80. 2006. https://doi.org/10.1287/isre.1060.0080
  18. Stewart, A. and A. Segars, "An Empirical Examination of the Concern for Information Privacy Instrument," Information Systems Research, Vol. 13, No. 1, pp. 36-49, 2002. https://doi.org/10.1287/isre.13.1.36.97
  19. Ajzen, I., "The theory of planned behavior. Organizational behavior and human decision processes," Vol. 50, No. 2, pp. 179-211, 1991. https://doi.org/10.1016/0749-5978(91)90020-T
  20. Mayer, R. C., J. H. Davis, and F. D. Schoorman, "An Integrative Model of Organizational Trust," Academy of Management Review, Vol. 20, No. 3, pp. 709-734, 1995. https://doi.org/10.5465/amr.1995.9508080335
  21. Min, H. and G. Hwang, "The effect of Privacy Factors on the Provision Intention of Individual Information from the SNS Users," Journal of Digital Convergence, Vol. 14, No. 12, pp. 1-12, 2016.
  22. Pavlou, P. A. and D. Gefen, "Building Effective Online Market-Places with Institution-Based Trust," Information Systems Research. Vol. 15, No. 1, pp. 37-59, 2004. https://doi.org/10.1287/isre.1040.0015
  23. Park, C. and J. Kim, "An Empirical Research on Information Privacy Concern in the IoT," Journal of Digital Convergence, Vol. 14, No. 2, pp. 65-72, 2016.
  24. Nunnally, J. C. and Bernstein, I. H., "Psychometric Theory," (3rd Ed.), McGraw-Hill, New York, 1994.
  25. Chin, W. W., "The Partial Least Squares Approach to Structural Equation modelling," Modern methods for business research, Vol. 295, pp. 295-336, 1998.
  26. Cohen, J. O., "Statistical Power Analysis for the Behavioral Sciences," (2nd Ed.), Lawrence Erlbaum: Hillsdale, New Jersey, 1988.
  27. Kahneman, D., "Thinking Fast and Slow," 2011.