Many users of smart mobile devices (SMDs) are unaware that personally identifiable information (PII) is being sent from mobile applications to digital corporations for processing and use by third-parties. The severity of the PII disclosed includes location tracking, health status, friends lists, or detailed financial transactions, which increasingly involve SMDs. A total of 407 participants recruited from the eLancing ecosystem were randomly assigned to a scenario-based experimental survey to determine the extent that level-of-effort (LOE) moderated the privacy calculus. The privacy calculus is subjective based on an individual’s own perceived privacy risks and perceived benefits; however, it is also subject to a level of engagement by an individual in the amount of effort the individual is willing to apply to the problem. Actively open-minded thinking (AOT) was used as a proxy for LOE. It has been shown that, independent of cognitive ability, AOT plays an important role in predicting the degree to which individuals reason rationally, independent of immediate experience, mood, or affect, and is a measure of good thinking. Partial least squares structural equation modeling was conducted, and results show that users LOE moderates the privacy calculus. Participants that use high-effort processing perceived risks to be much higher when trusting beliefs are low and perceive benefits to be lower when perceived risks are high. In the context of health data compared to location data, high-effort respondents perceive benefits to be lower than low-level processors when perceived risk is high but much higher than low-effort respondents when the perceived risks are low. In addition, this study provided a replication of prior findings that privacy concern has a third-order conceptualization using measures adapted for use with the Enhanced-APCO macro-model within the context of location-based and health-based mobile applications that have theoretical and practical application in the field of information privacy.
|Commitee:||Bakari, Marie, Kabia, Milton|
|Department:||Business and Technology Management|
|School Location:||United States -- California|
|Source:||DAI-B 80/06(E), Dissertation Abstracts International|
|Subjects:||Social psychology, Computer science|
|Keywords:||Apco, Behavioral economics, Behavioral intention, Information privacy, Privacy calculus, Privacy paradox|
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