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The Effects of Consumers' Perceived Privacy Control on Perceived Privacy Risk in Location-Based Services

  • Lee, Joohee (Graduate School of Culture Technology Korea Advanced Institute of Science and Technology (KAIST)) ;
  • Kim, Songmi (Graduate School of Culture Technology Korea Advanced Institute of Science and Technology (KAIST)) ;
  • Kim, Wonjoon (Graduate School of Culture Technology Korea Advanced Institute of Science and Technology (KAIST))
  • Received : 2017.01.17
  • Accepted : 2017.02.13
  • Published : 2017.03.28
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Abstract

The diffusion of advanced mobile technology has introduced new types of personal information or 'location data'. These new data mean new opportunities for businesses, such as location-based services (LBS), but have resulted in new consumer anxieties regarding disclosure of personal information. This study examines the effects of the consumers' perceived control over "time-andplace" information in location-aware services on their perceived privacy risk. A total of 270 respondents participated in this study. Conditions of perceived privacy control were operationalized over time-and-place information, in a $2{\times}2$ factorial design. Results indicate that the perceived control over time-and-place personal information is a significant predictor of perceived risk, and control assurances over time-and-place information enhances the perception of control, thus alleviating the perceived risk. In addition, the effect is much more significant when time and place were combined.

Keywords

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