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The Role of Privacy in Smartphone Apps Usage


Affiliations
1 Professor of Marketing and Quantitative Methods, Saint Leo University, United States
2 Associate Professor of Marketing & Interdisciplinary Business, The College of New Jersey, United States
     

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We studied the importance of online privacy of personal data and security on smartphone apps among undergraduate students. In latent class regression analysis, our independent variables were gender, app usage, and knowledge. A two-cluster solution found evidence of the privacy paradox. Privacy was important, but they spent significant time in location-based apps, which gather data about them and erode their privacy. In both clusters, knowledge, as measured through studying, positively related to privacy concerns. Surprisingly, gender was not statistically significant.

Keywords

Online Privacy Latent Class Regression, Smartphone Apps
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  • The Role of Privacy in Smartphone Apps Usage

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Authors

Stephen L Baglione
Professor of Marketing and Quantitative Methods, Saint Leo University, United States
Louis A Tucci
Associate Professor of Marketing & Interdisciplinary Business, The College of New Jersey, United States

Abstract


We studied the importance of online privacy of personal data and security on smartphone apps among undergraduate students. In latent class regression analysis, our independent variables were gender, app usage, and knowledge. A two-cluster solution found evidence of the privacy paradox. Privacy was important, but they spent significant time in location-based apps, which gather data about them and erode their privacy. In both clusters, knowledge, as measured through studying, positively related to privacy concerns. Surprisingly, gender was not statistically significant.

Keywords


Online Privacy Latent Class Regression, Smartphone Apps

References