The Impact of Privacy Control on Users' Intention to Use Smart Home Internet of Things (IoT) Services
Mingyung Kim a, Bo Reum Choi b,*
a SK Inc., Gyeonggi, South Korea
b Business School, University of Seoul, Seoul, South Korea
Abstract
Despite the diverse benefits of smart home Internet of Things (IoT) services, the biggest obstacle to the actual usage of those services is concern about privacy. However, little research has investigated the impact of privacy control on users' intention to use smart home services. Based on communication privacy management theory and privacy calculus theory, this study investigates how privacy control options affect users' perceived benefits and costs and how those perceptions affect individuals’ intentions to use smart home services by conducting an experiment. Our results showed that smart home privacy control options decreased perceived benefits and increased perceived costs. The perceived benefits and costs significantly affected the intention to use smart home security services. More intriguingly, the effect of perceived benefit was found to be stronger than that of the expected cost. This research contributes to the field of IoT and smart home research and provides practitioners with notable guidelines.
Keywords: Smart home, Internet of things (IoT), Privacy rules, Privacy control
Recommended Citation:
Kim, Mingyung and Choi, Bo Reum (2022) "The Impact of Privacy Control on Users' Intention to Use Smart Home Internet of Things (IoT) Services," Asia Marketing Journal: Vol. 24 : Iss. 1, Article 4. Available at: https://doi.org/10.53728/2765-6500.1586
Summary
- 본 연구는 커뮤니케이션 프라이버시 관리 이론(privacy management theory)과 프라이버시 계산 이론(privacy calculus theory)을 바탕으로 프라이버시 통제 옵션이 사용자가 인지하는 편익과 비용에 어떠한 영향을 미치고, 이러한 인지가 개인의 스마트홈 서비스 이용의도에 미치는 영향을 실험연구를 통하여 검증함
- 스마트홈 개인정보 보호제어 옵션은 인지된 편익을 감소시키고 비용을 증가시키는 것으로 나타남
- 인지된 편익과 비용은 스마트홈 보안 서비스 이용의도에 상당항 영향을 미쳤으며, 인지된 편익의 효과가 비용의 효과보다 강한 것으로 나타남
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