LIVING IN A BIG DATA WORLD: PREDICTING MOBILE COMMERCE ACTIVITY THROUGH PRIVACY CONCERNS

摘要

Findings from the current study demonstrate that concerns about perceived control and unauthorized access to personal information have a significantly negative influence on consumers' attitudes and mobile commerce activity. Conversely, a greater level of trust in mobile advertisers results in a more positive attitude toward m-commerce [ci]and significantly increases m-commerce activity. Hence, companies that recognize privacy concerns and anticipate consumer perspectives by addressing the social, ethical and moral questions raised-while setting new standards for use, transparency and individual protections-may be the winners of the digital gold rush.