KOREASCHOLAR

THE INFLUENCE OF PRIVACY INFORMATION IN MOBILE APPS

Morikazu Hirose, Kei Mineo, Keiya Tabe
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/315188
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Global Marketing Conference
2016 Global Marketing Conference at Hong Kong (2016.07)
pp.1337-1341
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Personalization and privacy issues are the most important factors in the online context. To reveal how these factors affect on users’ acceptance of mobile apps, we performed structural equation modeling using 337 respondents in Japan. Our findings suggested that adaption behaviour of mobile apps can be explained by privacy paradox.

Keyword
mobile appsprivacytechnology acceptance modelpersonalizationconsumption
Author
  • Morikazu Hirose(Tokyo Fuji University, Japan)
  • Kei Mineo(Waseda University, Japan)
  • Keiya Tabe(Waseda University, Japan)