The Study Of Factors That Influence Privacy Concern Of Check-in Services

At present, Location based service (LBS) in our country has entered a high-speed growth period. Industry insiders and related experts agreed that LBS will become the standard of industry applications. As a common function of LBS, Check-In has huge development potential, because it has obvious commercial property. Also, as Check-In has close links to user’s location, user places as a kind of sensitive information. When it comes to the public, some privacy issues emerge. And this will lead to users’refuse to provide their information any more. Thus it will affect the development of online to offline in mobile Internet. So study of privacy in Check-In is very necessary.In this background, we studied the privacy issue in Check-In service. Purpose of this study is as follows. From the perspective of users, we used some user research methods to study Check-In service in depth, not only about privacy issues but also the privacy concerns. Then, we analyzed the factors influencing users’privacy concerns and provide a design reference for Check-In service.The main study contents of this paper are as follows:First, with the online data analysis, user interviews and logging, we investigated behavior characteristics, habits and attitudes of users. Then, on the basis of literature research and early user research, we extracted factors that may affect users’privacy concern. Through the questionnaire survey, the privacy factors and their influence to privacy concern had been confirmed. On this basis, we established a privacy concern models and put forward a design guidelines. In order to verify the effectiveness of the design guidelines to reduce the users’privacy concerns, we made a prototype design and performed an user testing.The main results of this research are as follows:1) We got the factors that affect use of Check-In service;2) We understood users’privacy concerns in current situation and existing privacy problems.3) we got three types of factors that can affect users’ privacy concern:"web site related factors","information" and "situational factors", Specific classified as "reputation and public praise ","privacy policy","use of information","information sensitivity","perceived usefulness" and "product involvement", then we established privacy concerns model;4) From the "user control""information security awareness","product satisfaction",we established the design guidelines about privacy for Check-In service;5) At last, through prototype design and evaluation, we validated the effectiveness of design guidelines to reduce the users’ privacy concerns.