Assessing the willingness of customers to share their data in exchange for the free use of mobile Apps

Abstract

The market of free mobile apps is vaster than the paid ones, gathering data in exchange for its use, leaving to wonder if that disclosure is worthwhile. This study aims to understand the tradeoff people are willing to accept between their privacy and the free use of a smartphone app. The proposed model was empirically evaluated using data from 331 valid questionnaires and tested with Partial Least Squares. Results showcased the users’ intention to continue disclosing their data is driven by satisfaction and perceived benefits, not being influenced by perceived risks. Moderation effects of perceived benefits and satisfaction were found.