The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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The Effects of Precedence Factors for Privacy Concern Reduction and Trust on Intention to Use Location-Based Services and a Moderating Effect of Personal Innovation

위치기반서비스 사용에 영향을 미치는 프라이버시 염려감소 선행요인, 신뢰 그리고 개인혁신성의 조절효과

  • Received : 2011.12.21
  • Accepted : 2012.05.02
  • Published : 2012.06.30
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Abstract

With emergence of smart technologies(e.g., smartphones), Location-Based Services(LBS) are expected to provide more enhanced values utilizing consumers' personal information than other smart services. However, in contrast to existing smartphone applications, LBS could raised severe consumer's privacy concerns because of rapidly changing information sensitive to consumers. In this context, the purpose of this study is to explore relationships among privacy concerns reduction, trust and intention to use LBS by examining the effect of precedence factors(social presence, reputation, mobile literacy, ability of information control) of privacy concern reduction. In addition, the study investigates the role of personal innovation as a moderating effect between privacy concern reduction and intention to use LBS. The results showed that the proposed precedence factors of privacy concerns with a exception of Mobile Literacy had a positive impact on privacy concerns reduction that then positively affected trust and intention to use LBS. In addition, the relationship between trust and intention to use LBS was significantly supported. Finally, personal innovation as a moderating effect significantly influenced the relationship between privacy concern reduction and intention to use LBS. This study is expected to be a reference for a subsequent study about the spread of LBS application of smartphone. Also, the finding of this study is meaningful for helping service direction to firms providing LBS.

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