An Empirical Study Of User Privacy Concerns Based On Location Services And Their Adoption Intentions

With the perfection of wireless communication and smart application,the Location-Based Service recently has got a great development in many fields such as military,medicine,and sociality,which themed to offer personalized service according to users' location.However,at the same time,the news of the exposed location information emerged time to time,which leads people to start concerning their privacy.It attached much significance to know the factors which influence privacy concern and protect users' privacy for enterprises.In the area of Location-Based Service,quantities of scholars did research on the technology and application development of Location-Based Service and the technology improvement of privacy protection,while few scholars did empirical study on users' privacy concern,ignoring users' as the most important part of Location-Based Service.Consequently,we do a research on the factors of privacy concern and how privacy concern influence behavior intention based on the studying of Location-Based Service users.We build the model of users' privacy concern and behavior intention,applying the macro APCO model to the research,based on the privacy calculus theory.We mainly explore several problems as following:(1)what are the factors which influence users' privacy concern;(2)to test the influence of privacy to perceived risk;(3)how perceived risk and perceived benefit influence users' behavior intention.The empirical study shows: familiarity,words-of-mouth,location privacy information sensitivity and subjective influence users' privacy concern;users' privacy concern partially influence perceived risk;users' perceived benefit partially influence behavior intention while perceived risk negatively affect behavior intention.The results firstly nourish the theory of the users' behavior research of Location-Based Service,applying APCO model to the research of Location-Based Service,offering reference to related study forward.Futhemore,we explore how the factors influence users' privacy concern and how privacy concern by influencing perceived risk influence users' behavior intention with perceived benefit.At last,knowing the form process of users' behavior intention,the operator of Location-Based Service can take some relevant measures and innovate management model to attract new users and improve the stickiness of old users.