Consumer Risk: The Importance of Privacy and Security while Connected to Wi-Fi Hotspots: Does Location Matter?
Information Systems Security and Privacy
As the FCC begins releasing white space in the radio spectrum, the number of free Wi-Fi hotspots in the U.S. is expected to proliferate. However, organizations should not regard this service as a solution to drive new customers to their businesses. This study examines trust, privacy, security, risk and convenience related to users‟ intentions to use free Wi-Fi hotspots. Findings indicate that trust in the hotspot location is a significant antecedent of privacy and security beliefs, and reduces risk perceptions. Furthermore, a newly developed construct called social privacy is influential in risk reduction leading to greater Wi-Fi use. While this study shows that convenience is a major driver of free Wi-Fi use, businesses offering the service would be remiss in not maintaining high levels of user trust.
Curry, Patrick, "Consumer Risk: The Importance of Privacy and Security while Connected to Wi-Fi Hotspots: Does Location Matter?" (2011). AMCIS 2011 Proceedings - All Submissions. 308.