Alleviating Privacy Obstacle in NOEW Mobile Service Adoption

Abstract

The rapid expansion of m-commerce has brought much convenience and pleasure to users, as well as huge profits to mobile business companies. In many situations, to provide successful mobile service, companies must collect users’ personal information. For example, a kind of promising mobile service, context-aware service (CAS), need to use consumer profiles, real-time context and consumption records before providing personalized service. In these instances, consumer privacy has emerged as a prominent concern to the detriment of both individuals and companies. This paper focuses on the impact of the privacy concerns on consumer intention in contemporary complex m-commerce. A comprehensive theoretical model argues that individuals’ intention to disclose information depends on privacy calculus, which is determined by benefits and risks beliefs. The findings support the hypothesis that privacy concerns have significant negative impact on consumer intentions. Also this study provides potential tactics to alleviate the obstacle.