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Assessing the willingness of customers to share their data in exchange for the free use of mobile Apps
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| 1.03 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
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.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Knowledge Management and Business Intelligence
Palavras-chave
Mobile apps Customer behavior Willingness Personal data Privacy