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Study on How Service Usefulness and Privacy Concern Influence on Service Acceptance
Abstract
As the highly improved Internet and information technology has led to the diversification of users’ demands, personalization service attract lots of attention as a means to meet highly diversified demands of users. However, personalization service costs a lot. Also concerns over a possible violation of privacy have been raised since the service uses technology to find out the users’ profiles. This research studies the advantages individuals acquire from personalization service and how privacy concern influences service acceptance. Research on related documents and information gathering from e-commerce sites derived six representative types of service. Questionnaires were utilized to research privacy concern according to services, service usefulness, and service acceptance. As expected, privacy concern has a negative relation to acceptance while service usefulness has a positive relation to it, thereby resulting in an offset between two variables. Moreover, they play a different role depending on what kinds of service or information should be provided. The results derived from this paper will help the e-commerce sites provide personalization service by collecting personal information while protecting users’ privacy.
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