Title: PRIVACY PRACTICES TOWARDS UBIQUITOUS SERVICES: A PROACTIVE APPROACH

Year of Publication: Jul - 2013
Page Numbers: 124-133
Authors: Shu-Ching Wang, Hao-Yun Kao
Conference Name: The Third International Conference on Digital Information and Communication Technology and its Applications (DICTAP2013)
- Czech Republic

Abstract:


While ubiquitous services (u-services) are likely to be recognized as the next trend in e-services, privacy issues are considered as a major obstacle to thrust uservices. This study endeavors to better understand how a general e-services provider’s (ESP) proactive privacy governance influences the delicate balance between customer privacy risk beliefs, and confidence and enticement beliefs, which is in turn to enhance customer disclosure willingness. Whereas most ESPs tend to detail their privacy practices online in response to consumers privacy concerns, ESPs can also take action to proactively interact with customers to mitigate the privacy concerns and ensure against privacy invasion. The proposed model was empirically tested using data collected from a survey of B2C setting. The findings and implications of this study to both researchers and practitioners are also discussed.