Exploring the privacy paradox in mobile app adoption : The roles of an app’s aesthetic quality and privacy threats

As the mobile app market continue to rapidly evolve, there are many different kinds of mobile apps which could satisfy app users needs. However, users often unwittingly disclose their personal information in exchange for mobile services and other benefits, which might impose a threat to app users’privacy. This paper proposes and tests a research model of iOS mobile app adoption utilizing the approach of risk-benefit calculation including both rationality and irrationality. It explores the roles of aesthetic quality and privacy threats of a mobile app in affecting perceived benefits, perceived popularity, and perceived privacy risks, and eventually users’ download intention. Additionally, it analyzes whether privacy knowledge, privacy awareness and nationality affect app users’ privacy-related behaviours.