CENTER FOR ELECTRONIC BUSINESS<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /?>

 

Research Presentation

 

Friday, February 24, 2006

4-5 pm, BUS 202

<?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" /?>San Francisco State University

 

(Social hour at Chevy’s follows presentation)

 

Personality Traits and Privacy Perceptions:

An Empirical Study in the Context of Location-Based Services

Iris A. Junglas

<?xml:namespace prefix = u1 /?>University of Houston

ijunglas@uh.edu

 

Location-based services (LBS) are services that take into account the geographic location of a user. With the rapid growth of mobile devices, location-based services are expected to spread rapidly. While location-based services promise efficiency and effectiveness gains, their use also raises fundamental privacy issues. In this study we propose the development of a theoretical model for examining the role of personality traits in perceptions of privacy in reference to location-based services. More specifically, we will develop a model that incorporates the “Big 5” personality traits, the most widely accepted framework for personality research in psychology, as well as perceptions of privacy, usefulness, risk, and trust as mediators in our model to explain behavioral intentions towards adopting location-based services. We empirically test our model using survey-based approach sampling 470 undergraduate business students.

 

Iris A. Junglas is an Assistant Professor at the Decision and Information Sciences Department at the University of Houston. Before receiving her Ph.D. from the University of Georgia, she worked as a consultant for PricewaterhouseCoopers in Frankfurt, Germany, Haarmann Hemmelrath Management Consultants in Hamburg, Germany, and as a researcher for The Boston Consulting Group in Düsseldorf, Germany. Her research interests mainly include mobile business and its behavioral implications, as well as IT end-user satisfaction.