TY - JOUR
T1 - The personalization privacy paradox
T2 - An exploratory study of decision making process for location-aware marketing
AU - Xu, Heng
AU - Luo, Xin
AU - Carroll, John M.
AU - Rosson, Mary Beth
N1 - Funding Information:
Heng Xu is Assistant Professor at the Pennsylvania State University where she is a recipient of the endowed PNC Technologies Career Development Professorship. She currently directs the Privacy Assurance Lab (PAL), an interdisciplinary research group working on a diverse set of projects related to assuring information privacy. She is also the Associate Director of the Center for Cyber-Security, Information Privacy and Trust at Penn State. Her current research focus is on the interplay between social and technological issues associated with information privacy and security. Her research projects have been dealing with the conceptualization, intervention, and design aspects of privacy and security. She is a recipient of the Faculty Early Career Development (CAREER) Award by the National Science Foundation (2010–2015). Her work has been published or accepted for publication in DATA BASE for Advances in Information Systems, Decision Support Systems, Electronic Markets, Information & Management, Journal of Management Information Systems, and MIS Quarterly.
Funding Information:
The authors gratefully acknowledge the financial support of the National Science Foundation under grant CNS-0716646. Any opinions, findings, and conclusions or recommendations expressed herein are those of the researchers and do not necessarily reflect the views of the National Science Foundation.
PY - 2011/4
Y1 - 2011/4
N2 - Despite the vast opportunities offered by location-aware marketing (LAM), mobile customers' privacy concerns appear to be a major inhibiting factor in their acceptance of LAM. This study extends the privacy calculus model to explore the personalization-privacy paradox in LAM, with considerations of personal characteristics and two personalization approaches (covert and overt). Through an experimental study, we empirically validated the proposed model. Results suggest that the influences of personalization on the privacy risk/benefit beliefs vary upon the type of personalization systems (covert and overt), and that personal characteristics moderate the parameters and path structure of the privacy calculus model.
AB - Despite the vast opportunities offered by location-aware marketing (LAM), mobile customers' privacy concerns appear to be a major inhibiting factor in their acceptance of LAM. This study extends the privacy calculus model to explore the personalization-privacy paradox in LAM, with considerations of personal characteristics and two personalization approaches (covert and overt). Through an experimental study, we empirically validated the proposed model. Results suggest that the influences of personalization on the privacy risk/benefit beliefs vary upon the type of personalization systems (covert and overt), and that personal characteristics moderate the parameters and path structure of the privacy calculus model.
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U2 - 10.1016/j.dss.2010.11.017
DO - 10.1016/j.dss.2010.11.017
M3 - Article
AN - SCOPUS:79951511038
SN - 0167-9236
VL - 51
SP - 42
EP - 52
JO - Decision Support Systems
JF - Decision Support Systems
IS - 1
ER -