The Impacts of Privacy Rules on Users' Perception on Internet of Things (IoT) Applications: Focusing on Smart Home Security Service

Department of Management EngineeringAs communication and information technologies advance, the Internet of Things (IoT) has changed the way people live. In particular, as smart home security services have been widely commercialized, it is necessary to examine consumer perception. However, there is little research that explains the general perception of IoT and smart home services. This article will utilize communication privacy management theory and privacy calculus theory to investigate how options to protect privacy affect how users perceive benefits and costs and how those perceptions affect individuals??? intentions to use of smart home service. Scenario-based experiments were conducted, and perceived benefits and costs were treated as formative second-order constructs. The results of PLS analysis in the study showed that smart home options to protect privacy decreased perceived benefits and increased perceived costs. In addition, the perceived benefits and perceived costs significantly affected the intention to use smart home security services. This research contributes to the field of IoT and smart home research and gives practitioners notable guidelines.ope

The influence of national culture on the attitude towards mobile recommender systems

This is the post-print version of the final paper published in Technological Forecasting and Social Change. The published article is available from the link below. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. Copyright @ 2013 Elsevier B.V.This study aimed to identify factors that influence user attitudes towards mobile recommender systems and to examine how these factors interact with cultural values to affect attitudes towards this technology. Based on the theory of reasoned action, belief factors for mobile recommender systems are identified in three dimensions: functional, contextual, and social. Hypotheses explaining different impacts of cultural values on the factors affecting attitudes were also proposed. The research model was tested based on data collected in China, South Korea, and the United Kingdom. Findings indicate that functional and social factors have significant impacts on user attitudes towards mobile recommender systems. The relationships between belief factors and attitudes are moderated by two cultural values: collectivism and uncertainty avoidance. The theoretical and practical implications of applying theory of reasoned action and innovation diffusion theory to explain the adoption of new technologies in societies with different cultures are also discussed.National Research Foundation of Korea Grant funded by the Korean governmen

An Experimental Study on Ubiquitous commerce Adoption: Impact of Personalization and Privacy Concerns

Ubiquitous commerce (u-commerce) represents anytime, anywhere commerce. U-commerce can provide a high level of personalization, which can bring significant benefits to customers. However, privacy is a major concern to customers and an obstacle to the adoption of u-commerce. This research examines how personalization and context can impact customers\u27 privacy concerns as well as intention to adopt u-commerce applications. As u-commerce is new and emerging, we used the scenario-based approach to operationalize personalization and context in an experimental study. The experimental results show that the effects of personalization on customers\u27 privacy concerns and adoption intention are situation dependent

INFORMATION PRIVACY CONCERNS AMONG NOVICE AND EXPERT USERS OF SOLOMO

SoLoMo (Social-Local-Mobile) services are becoming dominant to the huge population of semiliterate users living in emerging economies due to low costs and ubiquity. However, usage of SoLoMo services is still susceptible by information privacy concerns. Studies typically addressed the ways to mitigate information privacy concerns for the literate users and not the semi-literate users. To fill the gap of semi-literate users and have a better understanding of the information privacy concerns among different communities, this study draws upon theories of privacy calculus, familiarity, intrinsic and extrinsic motivation and protection motivation to identify the precursors of information privacy concerns related to SoLoMo services and users’ expertise. The proposed research model is empirically tested in a laboratory experiment. The findings show that the two channels (covert and overt) of delivering SoLoMo services affect the degree of information privacy concerns between the literate and semi-literate users. Implications for improving usage intentions and mitigating information privacy concerns for SoLoMo services for different types of mobile applications are discussed

Exploration of location-based services adoption

As mobile technologies become more ubiquitous in the general population, it is reasonable to assume that individuals will consume services and software to enhance their aspirations and entertainment desires. This paper discusses a controlled experiment to explore aspects of user perceptions of their use of location-based services. This study examines a location-based service prototype experiment and analysis based on the UTAUT model. The results show significant indicators that suggest behavior patterns of early adopters of location-based services are being observed. We discuss these influences and attempt to explain their significance. Moreover, more curiously we discuss why some of our model was unsupported and postulate why

Intention To Disclose Personal Information Via Mobile Applications: A Privacy Calculus Perspective

This study aimed to investigate the issue of consumer intention to disclose personal information via mobile applications (apps). Drawing on the literature of privacy calculus theory, this research examined the factors that influence the trade-off decision of receiving perceived benefits and being penalized with perceived risks through the calculus lens. In particular, two paths of the direct effects on perceived benefits and risks that induce the ultimate intention to disclose personal information via mobile apps were proposed and empirically tested. The analysis showed that self-presentation and personalized services positively influence consumers’ perceived benefits, which in turn positively affects the intention to dis- close personal information. Perceived severity and perceived control serve as the direct antecedents of perceived risks that negatively affect the intention of consumers to disclose personal information. Compared with the perceived risks, the perceived benefits more strongly influence the intention to disclose personal information. This study extends the literature on privacy concerns to consumer intention to disclose personal information by theoretically developing and empirically testing four hypotheses in a research model. Results were validated in the mobile context, and implications and discussions were presented

Technology Readiness Motivators and Online Behavioural Advertising: A Perceived Benefits-Risk Assessment Using Privacy Calculus Theory

Purpose: The present research intended to find whether the technology readiness motivators, Optimism, and innovativeness, impact the user's intention to accept Online Behavioural Advertising (OBA), an area that requires additional research.   Theoretical framework: Even though these personalized advertisements provide an enhanced user experience, they provide users with advertisements based on their online surfing behavior, and unfortunately, at the same time, it also creates privacy concerns. At the same time, Privacy Calculus Theory (PCT) is considered an appropriate theory when it comes to a rational benefits-costs assessment of the privacy-centred decision-making by internet users.   Design/Methodology: Based on an extensive literature review, a conceptual model is being proposed, and a scenario-based questionnaire was developed and pursued on internet users' experience of the subject matter. Six hundred ten valid responses were received, and PLS-SEM was used to analyze the results.   Findings: The results show that Optimism and innovativeness have a direct and indirect effect on the intention to accept Online Behavioural Advertising (OBA). Technology readiness Motivators have a detrimental impact on the intention to accept OBA.   Research, Practical and Social implications: Based on our findings, we may be able to gain a deeper understanding of the theory behind targeted, data-driven digital advertising and the way in which it pertains to online shopping. Presented here is evidence to support the theory that the predisposition of users toward new technology could be the reason for users ranking perceived benefits higher than risk.   Originality/Value: This study attributes original work in the sense that it is the first time that an individual’s predisposition towards technology has been taken into consideration while analysing the acceptance of OBA grounded on the Privacy Calculus framework

Why Do Consumers Boycott Personalization Marketing? A Perspective from Multidimensional Development Theory and Psychological Contract Violation

With the advancement of data mining technologies and the collection and storage of massive consumer data, the increasing enterprises have taken the initiative to develop and provide personalization marketing for consumers. While personalization can benefit consumers, its features still reflect potential threats which may lead to consumer boycotts, such as privacy issues. Based on the multidimensional development theory and psychological contract violation, this study explores the mechanism of consumer boycott to personalization marketing from the comprehensive perspective, examines and distinguishes the different roles of situation (customization, advancement, and privacy control) and personal trait (personal innovativeness) in the formation of boycott. This study will help personalization providers to successfully manage their relationships with consumers, avoid boycotts and achieve marketing goals

Consumer Attitudes toward Mobile Advertising in India: The Role of Personalization

Mobile phones happen to be one of the gadgets that has attained rapid proliferation among people. Marketers have realized the immense potential this gadget possesses to reach their target consumers and have started using mobile phones as a medium to communicate with their customers. This study is carried out with an objective to examine the factors that affect the attitude of customers towards mobile advertising in India with particular emphasis on personalization. Data was collected from 200 respondents selected from all over India who were aged 18 years and above and use mobile phones. The results of regression and SEM analysis proved that personalization, entertainment, irritation and informativeness have significant influence on attitude and attitude, then, influences the intention to purchase. However, credibility was not found to have any significant influence on attitude