Privacy-friendly Business Models for Location-Based Mobile Services

Details

Serval ID
serval:BIB_020FC5B73BFF
Type
Article: article from journal or magazin.
Collection
Publications
Institution
Title
Privacy-friendly Business Models for Location-Based Mobile Services
Journal
Journal of Theoretical and Applied Electronic Commerce Research
Author(s)
Liu Z., Bonazzi R., Fritscher B., Pigneur Y.
ISSN
0718-1876
Publication state
Published
Issued date
08/2011
Peer-reviewed
Oui
Volume
6
Number
2
Pages
90-107
Language
english
Abstract
This paper presents a theoretical model to analyze the privacy issues around location based mobile business models. We report the results of an exploratory field experiment in Switzerland that assessed the factors driving user payoff in mobile business. We found that (1) the personal data disclosed has a negative effect on user payoff; (2) the amount of personalization available has a direct and positive effect, as well as a moderating effect on user payoff; (3) the amount of control over user's personal data has a direct and positive effect, as well as a moderating effect on user payoff. The results suggest that privacy protection could be the main value proposition in the B2C mobile market. From our theoretical model we derive a set of guidelines to design a privacy-friendly business model pattern for third-party services. We discuss four examples to show the mobile platform can play a key role in the implementation of these new business models.
Keywords
Privacy, Location-based services, Business model, Design science, Information systems, Personal data disclosed, User's payoff, Personalization available, Control over user personal data
Open Access
Yes
Create date
01/06/2011 13:50
Last modification date
20/08/2019 12:24
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