Using privacy calculus theory to explore entrepreneurial directions in mobile location-based advertising: Identifying intrusiveness as the critical risk factor

作者：

Highlights：

• Perceived benefits of disclosing location information outweigh the perceived risks.

• Privacy not a principal predictor of acceptance of mobile location-based advertising.

• Intrusiveness is the greatest risk in non-acceptance of MLBA, especially in Europe.

• In The Americas, expectations of monetary reward outweigh concerns of intrusiveness.

• Users who allow location tracking more influenced by potential benefits than risks.

摘要

•Perceived benefits of disclosing location information outweigh the perceived risks.•Privacy not a principal predictor of acceptance of mobile location-based advertising.•Intrusiveness is the greatest risk in non-acceptance of MLBA, especially in Europe.•In The Americas, expectations of monetary reward outweigh concerns of intrusiveness.•Users who allow location tracking more influenced by potential benefits than risks.

论文关键词：Mobile location-based advertising (MLBA),Privacy calculus theory (PCT),Internet privacy concerns (IPC),Intrusiveness,Personalisation,Monetary rewards,General data protection regulation (GDPR)

论文评审过程：Received 2 June 2017, Revised 28 August 2018, Accepted 15 September 2018, Available online 20 September 2018, Version of Record 12 March 2019.

论文官网地址：https://doi.org/10.1016/j.chb.2018.09.015