Privacy risk and adoption dilemma for smartphone users' app usage intention: mediated moderation of smartphone operating system
by Anubha Mishra; Prachi B. Gala; Dotun Adebanjo
International Journal of Technology Marketing (IJTMKT), Vol. 14, No. 3, 2020

Abstract: Smartphone users perceive downloading and using apps as risky, yet they continue to do so. This study explores the relationship between privacy risk perceptions and continued use intentions, while also considering the effects of different operating systems to understand usage decisions. Data collected from 360 survey participants affirm that privacy risk perceptions negatively influence continued usage intentions, with mediating and moderating influences of perceived usefulness and perceived ease of use, as well as the operating system being used. Notably, the direct moderating effect of perceived usefulness is not significant for the link between privacy risk perceptions and continued usage intentions. The selection of an operating system likely determines some of the risk perceptions associated with downloading apps, such that greater security should reduce consumers' privacy risk perceptions and the effects on continuous usage. The implications for apps and operating systems developers are highly pertinent; this study indicates a clear need to balance the attractiveness of exclusive proprietary operating systems with consumers' desire for greater freedom.

Online publication date: Mon, 30-Nov-2020

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