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

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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-and-place” 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 2x2 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.
Publisher
한국콘텐츠학회
Issue Date
2017-03
Language
English
Keywords

Privacy; Location-Aware Services; Perceived Risk; Perceived Control

Citation

International Journal of Contents, v.13, no.1, pp.22 - 30

ISSN
1738-6764
DOI
10.5392/IJoC.2017.13.1.022
URI
http://hdl.handle.net/10203/225346
Appears in Collection
MG-Journal Papers(저널논문)
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