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Privacy paradox et adoption de technologies intrusives Le cas de la géolocalisation mobile/Privacy paradox and the adoption of intrusive technologies. The case of mobile location-based services
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Privacy paradox et adoption de technologies intrusives Le cas de la géolocalisation mobile/Privacy paradox and the adoption of intrusive technologies. The case of mobile location-based services
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Journal Article
Privacy paradox et adoption de technologies intrusives Le cas de la géolocalisation mobile/Privacy paradox and the adoption of intrusive technologies. The case of mobile location-based services
2014
Overview
Although the personalization of the digital services is more efficient, this generally requires collecting personal data in return. This loss of privacy can lead to rejection of the technology support. Based on a study of 506 mobile users, this research aims to evaluate the role of the perceived intrusion induced by the use of mobile location-based services. It emphasizes the reality of this cost. But benefits can offset it (utility and ease of use). This cost-benefit logic allows better understanding of the privacy paradox. Companies have two levels of action: offer more benefits and better manage privacy issues with digital education for both companies and users.
Publisher
Association Française du Marketing
