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

摘要

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.