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In 2013, the capacity and capability of the world’s intelligence agencies to monitor communications was revealed, which has resulted in an increased awareness by consumers of the potential that private communications could be monitored on a grand scale. As a result of these disclosures, consumers are more sensitive to privacy related concerns, but there is limited extant literature and models focusing on the impact the perception of privacy has on consumer’s selection, acceptance, and use of technology. This paper proposes a theoretical extension of the unified theory of acceptance and use of technology 2 (UTAUT2) to incorporate privacy as an individual factor influencing consumer acceptance and use of technology. The proposed UTAUT2+P theory incorporates the perception of privacy as an individual difference, along with age, gender and experience, which is hypothesized to moderate the effects of extant UTAUT2 constructs on behavioral intention and technology acceptance by consumers.

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Aug 10th, 12:00 AM

SELECTION OF PRIVACY ENHANCED COMMUNICATION: AN EXTENSION OF THE UTAUT2 THEORY

In 2013, the capacity and capability of the world’s intelligence agencies to monitor communications was revealed, which has resulted in an increased awareness by consumers of the potential that private communications could be monitored on a grand scale. As a result of these disclosures, consumers are more sensitive to privacy related concerns, but there is limited extant literature and models focusing on the impact the perception of privacy has on consumer’s selection, acceptance, and use of technology. This paper proposes a theoretical extension of the unified theory of acceptance and use of technology 2 (UTAUT2) to incorporate privacy as an individual factor influencing consumer acceptance and use of technology. The proposed UTAUT2+P theory incorporates the perception of privacy as an individual difference, along with age, gender and experience, which is hypothesized to moderate the effects of extant UTAUT2 constructs on behavioral intention and technology acceptance by consumers.