Start Date
11-8-2016
Description
Online users do have strong opinions on privacy and state privacy preferences, yet they do not always behave consistently. Prior studies indicated that those online users exaggerate their zero-cost expectation of privacy-protection practices. Instead of stated privacy preferences, this study focuses on variables that have influences on online users’ actual behavioral intentions toward privacy-protection practices. We adopt the IS continuance model to study online users’ continuance intentions of privacy-protection practices. We propose that online users’ inconsistent behaviors may result from the inappropriate design of privacy-protection practices and users’ unwillingness to continue to use the practices. Combining marketing service theories and the IS continuance model, we assume that perceived usefulness and perceived convenience will determine online users’ satisfaction to the design of privacy-protection practices.
Recommended Citation
Han, Ye and Ellis, Selwyn, "Information Privacy-Protection Practices and User Continuance" (2016). AMCIS 2016 Proceedings. 4.
https://aisel.aisnet.org/amcis2016/ISSec/Presentations/4
Information Privacy-Protection Practices and User Continuance
Online users do have strong opinions on privacy and state privacy preferences, yet they do not always behave consistently. Prior studies indicated that those online users exaggerate their zero-cost expectation of privacy-protection practices. Instead of stated privacy preferences, this study focuses on variables that have influences on online users’ actual behavioral intentions toward privacy-protection practices. We adopt the IS continuance model to study online users’ continuance intentions of privacy-protection practices. We propose that online users’ inconsistent behaviors may result from the inappropriate design of privacy-protection practices and users’ unwillingness to continue to use the practices. Combining marketing service theories and the IS continuance model, we assume that perceived usefulness and perceived convenience will determine online users’ satisfaction to the design of privacy-protection practices.