The personalization privacy paradox: An exploratory study of decision making process for location-aware marketing

Despite the vast opportunities offered by location-aware marketing (LAM), mobile customers' privacy concerns appear to be a major inhibiting factor in their acceptance of LAM. This study extends the privacy calculus model to explore the personalization–privacy paradox in LAM, with consideration...

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Veröffentlicht in:	Decision Support Systems 2011-04, Vol.51 (1), p.42-52
Hauptverfasser:	Xu, Heng, Luo, Xin (Robert), Carroll, John M., Rosson, Mary Beth
Format:	Artikel
Sprache:	eng
Schlagworte:	Acceptance Applied sciences Calculus Computer science control theory systems Consumer behavior Covert personalization Customers Customization Decision making Decision support systems Decision theory. Utility theory Exact sciences and technology Firm modelling Location-aware marketing (LAM) Marketing Mathematical analysis Mathematical models Memory and file management (including protection and security) Memory organisation. Data processing Operational research and scientific management Operational research. Management science Overt personalization Paradoxes Personal information Personalization privacy paradox Privacy Privacy decision making Software Studies
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