earticle

영어

With the proliferation of mobile technologies many firms have started using the mobile channel to advertise their products. To reduce the amount of irrelevant broadcast, locationbased mobile services are employed to attract users’ attention to relevant mobile content. Compared with web-based applications, location-based mobile services can achieve a higher degree of personalization than web-based personalization due to the fact that mobile devices are carried by individuals anywhere and anytime. However, it also leads to higher concerns for privacy. This paper investigates users’ privacy concerns for location-based personalized mobile services. We look at four data management approaches and develop four hypotheses to examine how these approaches influence users’ privacy concerns when using locationbased personalized services. Our findings show that providing notification regarding information collection, access to the information, choice, and security reduces users’ privacy concerns. Our findings provide empirical evidence to the practitioners and location-based personalized service developers, to consider various aspects of data management to ease users’ privacy concerns. This increases the marketability of location-based mobile services.