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.

• Morikazu Hirose(Tokyo Fuji University, Japan)
• Kei Mineo(Waseda University, Japan)
• Keiya Tabe(Waseda University, Japan)