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Lost in Permissions: Accept or Deny? Exploring the effects of type of permission, type of review, and type of app on people`s risk perceptions, trust, privacy concerns, and behavioural intentions

Beckmann, S. (2016) Lost in Permissions: Accept or Deny? Exploring the effects of type of permission, type of review, and type of app on people`s risk perceptions, trust, privacy concerns, and behavioural intentions.

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Abstract:Mobile marketing has become a major issue for almost every kind of business, but notably in the context of mobile applications (apps). Especially privacy and security issues have received growing attention as consumers are becoming aware of apps collecting their personal information. This study explored the influence of type of permission, type of review, and type of app on consumers` risk perception (general, technical, and security risk), trust, privacy concerns, and behavioural intentions (download intention, WOM intention). Also, general privacy attitude was included as a covariate since it was expected that people who are generally concerned about their privacy might react more sensitive to the manipulation of type of permissions requested, the type of review they read, or the type of app in question. The findings of this study indicate that consumers are increasingly concerned about their personal information. Correspondingly, the general privacy attitude was found to be the predominant factor that influences users´ privacy concerns, risk perceptions and download intentions. It is therefore of great importance to increase users’ perception of safety by assuring that their personal information is treated confidentially in order to increase trust and decrease risk perception.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/71374
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