Title: An integrative framework of mobile commerce consumers' privacy concerns and willingness to use: an empirical study

Authors: Hua Dai; Kuang-Wei Wen; Rahul Singh; Lakshmi S. Iyer

Addresses: Information Systems Department, College of Business Administration, University of Wisconsin-La Crosse, 1725 State Street, La Crosse, WI 54601, USA. ' Information Systems Department, College of Business Administration, University of Wisconsin-La Crosse, 1725 State Street, La Crosse, WI 54601, USA. ' Information Systems and Operation Management Department, University of North Carolina at Greensboro, P.O. Box 26170, NC 27402, USA. ' Information Systems and Operation Management Department, University of North Carolina at Greensboro, P.O. Box 26170, NC 27402, USA

Abstract: This study investigates consumers' privacy concerns and their determinants and influences in mobile commerce (mCommerce). Based on literature review, we examined the effect of information type, location awareness, personalisation, and service provider's reputation as four determinants of privacy concerns in the mCommerce context. Our analysis of data from 135 respondents revealed that information type, location awareness, and personalisation are significant determinants of consumers' privacy concerns. This study serves as an initial step toward proactive privacy management by mobile business vendors; other professionals can also utilise our findings to develop better privacy policies. Additionally, this study provides managers of mCommerce services seeking to enter the Chinese marketplace specific information about the mCommerce users' willingness to use mCommerce services.

Keywords: mobile commerce; m-commerce; privacy concerns; consumer willingness to use; Chinese consumers; China; information type; location awareness; personalisation; service providers; reputation.

DOI: 10.1504/IJEB.2012.048749

International Journal of Electronic Business, 2012 Vol.10 No.1, pp.79 - 100

Published online: 10 Apr 2015 *

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