Influence of demographic factors on the Internet experiences and perception of risk



Much of previous research suggests that increased benefit or threat perception will change intention to use mobile applications. However, the relationship between perception of customers’ privacy concern and intention to use mobile application is often different with the relationship between the perception in the context given and the intention to use it. In addressing this gap, this paper draws on two independent survey and experiment. To identify the relationship, we adopt the SEM methodology which investigates the underlying cause-effect relationships between perception and the intention to use apps. The results show the positive relationship in perceived threat and benefit of privacy sharing toward the intention to use mobile apps. In the study 2, we employed a 2 (iOS platform vs. Android platform) × 4 (Control, Threat, Benefit, and Awareness) between-subjects experimental design. The result shows that whether the user saw the iOS platform or Android platform, only the content of message affects the assessed intention to use the mobile application. It is noticing that among other messages, only threat toward privacy message is negatively effective toward the intention to use mobile apps which is different from study 1. Our finding underline the gap between perception previously formed and the perception in the specific situation given. The efficacy of showing more benefit or threat message of privacy sharing is different between perception formed and perception in the specific situation given toward the intention to use mobile apps. It gives managerial implication that the impact of showing benefit message may not help to increase the intention to use apps in the specific context given.


 Conceptual background
  Perceived Risk
  Perceived Benefit
  Increased Awareness
 Research Methodology
  Survey Design for Study 1
  Experiment Design for Study 2
 Survey Results
  Reliability and Validity Checks for study 1
  The structural model for study 1
  The result for study 2
 Discussion and Conclusion


  • Ji-Eun Shin POSTECH, Department of Industrial and Management Engineering
  • Daegon Cho KAIST College of Business


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