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App Users Unwittingly in the Spotlight: A Model of Privacy Protection in Mobile Apps

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  • Verena M. Wottrich
  • Eva A. van Reijmersdal
  • Edith G. Smit

Abstract

Mobile apps are increasingly jeopardizing app users' online privacy by collecting, storing, and sharing personal data disclosed via apps. However, little is known about mobile app users' current privacy protection behavior and the factors that motivate it. Drawing on Roger's Protection Motivation Theory (PMT), this study develops and tests the App Privacy Protection Model among 1,593 Western European app users. The results demonstrate that, on the one hand, increased levels of perceived self‐efficacy, vulnerability, and privacy concern enhance mobile app users' motivation to engage in risk‐reducing behavior, while on the other hand, higher levels of knowledge of the data collection practices of mobile apps, app attitude, and perceived response costs diminish it. Being the first study that applies PMT in the mobile app context, this study offers several important implications regarding privacy protection in mobile apps.

Suggested Citation

  • Verena M. Wottrich & Eva A. van Reijmersdal & Edith G. Smit, 2019. "App Users Unwittingly in the Spotlight: A Model of Privacy Protection in Mobile Apps," Journal of Consumer Affairs, Wiley Blackwell, vol. 53(3), pages 1056-1083, September.
    • Handle: RePEc:bla:jconsa:v:53:y:2019:i:3:p:1056-1083
    DOI: 10.1111/joca.12218
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    Cited by:

    1. Youshin Kwak & Jeeyeon Kim & Yeolib Kim & Jeonghye Choi, 2021. "Understanding digital consumers' well‐being in Asia: The moderating roles of digital natives and privacy concerns," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(4), pages 1274-1291, December.
    2. Cloarec, Julien, 2022. "Privacy controls as an information source to reduce data poisoning in artificial intelligence-powered personalization," Journal of Business Research, Elsevier, vol. 152(C), pages 144-153.
    3. Veronica L. Thomas & Hooman Mirahmad & Grace Kemper, 2022. "The role of response efficacy and risk aversion in promoting compliance during crisis," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(4), pages 1454-1474, December.
    4. Piotrowski Dariusz, 2023. "Privacy frontiers in customers’ relations with banks," Economics and Business Review, Sciendo, vol. 9(1), pages 119-141, April.

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