دانلود رایگان مقاله حریم خصوصی ضمنی مصرف کننده برای خدمات مبتنی بر مکان

ABSTRACT

Location-based services rely on geospatial technologies that involve data that offer information of a prosocial nature – such as a nearby highway closure. The objective of this mixed method research is to examine consumers' concerns about privacy and fairness that pertain to these services. The basis for this research is the theory on the power-responsibility equilibrium. Study 1 qualitatively examines 332 comments; Study 2 uses a quantitative structural equation model with a sample of 291 non-students. Our findings indicate that fairness perceptions of privacy-related policies are enhanced when a consumer has a higher internal locus of control, higher attitude toward the communication, and lower level of privacy concern.

5. Discussion

The results of the mixed method approach in this study contribute to the theory on the power-responsibility equilibrium in three main areas: theory, methodology, and marketing and public policy. 5.1. Contributions to theory This study extends the power-responsibility equilibrium for information privacy by adding a key variable for individual differences. Specifically, this new framework shows the importance of the consumer's locus of control in contrast to the research that discusses other individual difference variables as they relate to permission marketing and privacy concerns (Kumar, Zhang, & Luo, 2014). This extension of the power-responsibility equilibrium includes constructs on consumers' perceptions in the areas of fairness and the AMC. While the model examines the outcome for the perception of fairness, the literature does not tie this construct to the consumer's attitude in relation to the way power holders actually communicate a policy to consumers. In doing so, the study adds attitudinal components to the framework within the context of a broader citizen-consumer “marketing as society” framework. Research from Li (2014) argues that rather than providing exclusion and solitude to consumers, they instead want to feel a sense of fairness from receiving their desired level of privacy