"This app would like to use your current location to better serve you": Importance of user assent and system transparency in personalized mobile services

Tsai Wei Chen, S. Shyam Sundar

Research output: Chapter in Book/Report/Conference proceedingConference contribution

6 Scopus citations

Abstract

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.

Original languageEnglish (US)
Title of host publicationCHI 2018 - Extended Abstracts of the 2018 CHI Conference on Human Factors in Computing Systems
Subtitle of host publicationEngage with CHI
PublisherAssociation for Computing Machinery
ISBN (Electronic)9781450356206, 9781450356213
DOIs
StatePublished - Apr 20 2018
Event2018 CHI Conference on Human Factors in Computing Systems, CHI 2018 - Montreal, Canada
Duration: Apr 21 2018Apr 26 2018

Publication series

NameConference on Human Factors in Computing Systems - Proceedings
Volume2018-April

Other

Other2018 CHI Conference on Human Factors in Computing Systems, CHI 2018
CountryCanada
CityMontreal
Period4/21/184/26/18

All Science Journal Classification (ASJC) codes

  • Software
  • Human-Computer Interaction
  • Computer Graphics and Computer-Aided Design

Fingerprint Dive into the research topics of '"This app would like to use your current location to better serve you": Importance of user assent and system transparency in personalized mobile services'. Together they form a unique fingerprint.

Cite this