Consumer's Privacy Concerns and Willingness to Provide Personal Information in Location-Based Services

Location-based services (LBS) are expected to provide more enhanced values utilizing consumer's personal information such as location information, and profile information. However, in contrast to existing mobile applications, LBS could raise more severe consumer's privacy concerns because of dynamically changing information such as location information could be more sensitive to consumer. In this context, this study proposes the research model that conceptualizes personal characteristics influencing consumer's privacy concerns and investigates the relationship between perceived privacy concerns and willingness to provide personal information. Finally, the model tests moderating effects that makes differences in the strength of relation between personal characteristics and consumer's privacy concerns. Data is collected by online survey and the model is verified by structural equation model.