Abstract
Privacy uncertainty manifests itself when a customer’s personal information is part of a technology mediated interaction. Theoretically and empirically, in context of mobile apps, we show that privacy uncertainty is different from seller uncertainty and product uncertainty. In addition, we explore the antecedents of privacy uncertainty, where we focus on how pre-purchase and post-purchase information asymmetry about privacy information effects privacy uncertainty. We empirically test our hypothesis and find that post-purchase information asymmetry leads to more pronounced privacy uncertainty.
Recommended Citation
Aleem, Usman; Cavusoglu, Hasan; and Benbasat, Izak, "Uncovering Privacy Uncertainty: An Empirical Investigation in the Context of Mobile Apps" (2014). WISP 2014 Proceedings. 3.
https://aisel.aisnet.org/wisp2014/3