MEASUREMENT OF PRIVACY LEAKAGE TOLERANCE ON THE MOBILE INTERNET

Abstract

On the mobile Internet, individual identification and information transmission are more convenient. With the popularity of mobile Internet, private information of users is easily accessed. Appropriate access to users’ information can help enterprises understand consumers’ demand better and improve marketing effectiveness. However, grabbing users’ information excessively may increase the costs of enterprises and induce the privacy leakage, which causes users’ dissatisfaction. Recently, events of privacy leakage based on the mobile Internet are frequently exposed in China. It triggers much attention and results in great social impact. From the perspective of mobile Internet users, the concept of privacy leakage tolerance is put forward to describe users’ acceptance of privacy leakage. Based on the description and dimensions of privacy leakage tolerance, a three-dimension and second-order privacy leakage tolerance measurement scale is designed and will be verified. We believe that the scale has good reliability and validity for the measurement of privacy leakage tolerance on the mobile Internet and data show users’ attitude to privacy leakage exactly. The measurement of privacy leakage tolerance on the mobile Internet has important significance both in business practices and theory studies. It is conducive for mobile Internet enterprises to collect users’ information appropriately and to protect users’ privacy with target, which makes contribution to optimizing information allocation and to exerting the economic value of information. Moreover, it provides a new concept to describe users’ privacy attitude and it is helpful to analyze users’ privacy behaviors and to explain the privacy paradox 1