Effects of personal innovativeness and perceived value of disclosure on privacy concerns in proximity marketing: self-control as a moderator
Journal of Research in Interactive Marketing
ISSN: 2040-7122
Article publication date: 31 August 2021
Issue publication date: 10 May 2022
Abstract
Purpose
This research attempts to evaluate the effects of personal innovativeness and the perceived value of disclosure on the hierarchical nature of privacy concerns under the contingency of self-control when using proximity Bluetooth-beacon technology (PBBT) service in proximity marketing.
Design/methodology/approach
The field study takes place in areas where PBBT service is installed in Taipei, Taiwan. A quota sampling approach is used, with 401 qualified respondents participating. The data are analyzed using the partial least square method.
Findings
The results confirm the importance of personal innovativeness and perceived value of disclosure as an important determinant to influence privacy concerns about data collection. It is also found that self-control plays a negative moderating role in these two relationships. Moreover, data collection is found to be a fundamental concern leading to other privacy concern facets.
Originality/value
This research represents a pioneer work in proximity marketing regarding how privacy concerns are influenced and how privacy concerns facets are causal-related when using a PBBT platform. More detailed, conditional insight is given as the research is studied under the contingency of self-control. A set of applicable guidelines with empirical evidence is thus provided.
Keywords
Acknowledgements
This research is funded by Vietnam National Foundation for Science and Technology Development (NAFOSTED) under grant number 502.02-2020.30.
Citation
Lin, M.Y.-C., Do, B.-R., Nguyen, T.T. and Cheng, J.M.-S. (2022), "Effects of personal innovativeness and perceived value of disclosure on privacy concerns in proximity marketing: self-control as a moderator", Journal of Research in Interactive Marketing, Vol. 16 No. 2, pp. 310-327. https://doi.org/10.1108/JRIM-04-2021-0112
Publisher
:Emerald Publishing Limited
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