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Publicação
Using Privacy Calculus Theory To Assess Users´ Acceptance Of Video Conferencing Apps During The Covid-19 Pandemic
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| 1.35 MB | Adobe PDF |
Orientador(es)
Resumo(s)
Videoconferencing (VC) applications (apps) are getting notable attention worldwide, from common citizens to
professionals as an alternative to vis-à-vis communication specifically during COVID-19. The growth of VC apps
is expected to rise even more in the future with the prediction that widespread adoption of remote work will
continue to hold even after the pandemic. This research investigates the key drivers for individuals’ intentions
into continuing to use this technology in professional settings. Considering the importance of professionals’
perceptions of privacy in professionals’ settings, this study proposes a conceptual model rooted in the
theoretical foundations of privacy calculus theory, extended with the conceptualization of privacy concerns for
mobile users (MUIPC), ubiquity, and theoretical underpinnings from social presence theory. The conceptual
research model was empirically tested by using data collected from a survey of 487 actual users of videoconferencing
apps across Europe. Structural equation modeling (SEM) is performed to test the model. The
study revealed several findings (1) perceived value in using VC apps motivates the professionals to continue
using VC apps and shapes their perception as they evaluate the risk-benefit trade-off they are making when
using VC apps. (2) professionals’ indeed form and articulate their own assessment of value based on the
perceived risks and benefits associated with using VC apps. However, professionals' perceptions of value are
strongly influenced by potential benefits received from using VC apps than by potential risks associated with
using VC apps. (3) professionals’ perceived risk is determined by MUIPC and trust. (4) professionals’ perceived
benefits are shaped by ubiquity and social presence. For researchers, this study highlights the usefulness of
integrating privacy calculus theory, social presence theory and trust in studying the individuals’ behavioral
intentions towards new technologies. For practitioners, understanding the key determinants is pivotal to
design and build mobile video-conferencing apps that achieve higher consumer acceptance and higher rates of
continued usage of VC apps in professional settings.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Information Systems and Technologies Management
Palavras-chave
Pandemic Videoconferencing Applications Privacy Calculus Users Continuance intentions