TY - GEN
T1 - "This app would like to use your current location to better serve you"
T2 - 2018 CHI Conference on Human Factors in Computing Systems, CHI 2018
AU - Chen, Tsai Wei
AU - Sundar, S. Shyam
N1 - Publisher Copyright:
© 2018 ACM.
PY - 2018/4/20
Y1 - 2018/4/20
N2 - Modern mobile apps aim to provide personalized services without appearing intrusive. A common strategy is to let the user initiate the service request (e.g., "click here to receive coupons for your favorite products"), a practice known as "overt personalization." Another strategy is to assuage users' privacy concerns by being transparent about how their data would be collected, utilized and stored. To test these two strategies, we conducted a 2 (Personalization: Overt vs. Covert) x 2 (Transparency: High vs. Low) factorial experiment, with a fifth control condition. Participants (N=302) interacted with GreenByMe, a prototype of an eco-friendly mobile application. Data show that overt personalization affects perceived control. Significant three-way interactions between power usage, perceived overt personalization and perceived information transparency was seen on perceived ease of use, trust in the app, user engagement and behavioral intention to use the app in the future. In addition, results reveal that perceived information transparency also promotes trust, which is negatively linked with privacy concerns and positively correlated with user engagement and product involvement.
AB - Modern mobile apps aim to provide personalized services without appearing intrusive. A common strategy is to let the user initiate the service request (e.g., "click here to receive coupons for your favorite products"), a practice known as "overt personalization." Another strategy is to assuage users' privacy concerns by being transparent about how their data would be collected, utilized and stored. To test these two strategies, we conducted a 2 (Personalization: Overt vs. Covert) x 2 (Transparency: High vs. Low) factorial experiment, with a fifth control condition. Participants (N=302) interacted with GreenByMe, a prototype of an eco-friendly mobile application. Data show that overt personalization affects perceived control. Significant three-way interactions between power usage, perceived overt personalization and perceived information transparency was seen on perceived ease of use, trust in the app, user engagement and behavioral intention to use the app in the future. In addition, results reveal that perceived information transparency also promotes trust, which is negatively linked with privacy concerns and positively correlated with user engagement and product involvement.
UR - http://www.scopus.com/inward/record.url?scp=85046936538&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85046936538&partnerID=8YFLogxK
U2 - 10.1145/3173574.3174111
DO - 10.1145/3173574.3174111
M3 - Conference contribution
AN - SCOPUS:85046936538
T3 - Conference on Human Factors in Computing Systems - Proceedings
BT - CHI 2018 - Extended Abstracts of the 2018 CHI Conference on Human Factors in Computing Systems
PB - Association for Computing Machinery
Y2 - 21 April 2018 through 26 April 2018
ER -