An empirical study of the factors affecting the personal adoption of 3G multimedia communications : operational definition of interpersonal privacy concerns

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An empirical study of the factors affecting the personal adoption of 3G multimedia communications : operational definition of interpersonal privacy concerns

 

Author: Ho, Lok-sun Angus
Title: An empirical study of the factors affecting the personal adoption of 3G multimedia communications : operational definition of interpersonal privacy concerns
Degree: D.B.A.
Year: 2007
Subject: Hong Kong Polytechnic University -- Dissertations.
Multimedia communications.
Consumer behavior -- Case studies.
Department: Graduate School of Business
Pages: ix, 265 leaves : ill. ; 30 cm.
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b2145958
URI: http://theses.lib.polyu.edu.hk/handle/200/2812
Abstract: This thesis studies a new psychological belief namely Perceived Interpersonal Privacy Concern (PIPC), and uses Technology Acceptance Model (TAM) theory as a lens to examine the behavioral intention to adopt third-generation (3G) multimedia communication services (MMCS). Privacy concerns have been identified as one of the major threats that are hindering the growth of on-line services. Other researchers have examined privacy concern issues to a certain extents, but these studies they lack a consideration of the interpersonal privacy concerns in the personal-to-personal (P2P), multimedia communications context such as 3G MMCS. This study focuses on three distinct issues. First, a theoretical framework for the dimensionality the interpersonal privacy concerns of 3G MMCS is offered. Second, the multidimensional notion of a psychological belief utility, namely PIPC is developed and operationalized. Third, drawing on TAM, a causal model on the relationship between PIPC and behavioral intention towards using 3G MMCS with other posited constructs is proposed and tested. Focus group and Delphi studies are conducted to elicit the key factors that influence PIPC, and an operationalization defintion to measure PIPC is developed. Data are collected in field studies and examined using structural equation modeling (SEM) to validate the PIPC measurement and the predictive abilty of the proposed model. AMOS is used to access the model-data-fit and partitial least squares regression PLS is used to test the structural model. The results indicate that PIPC consists of four dimensions: location privacy, usage of personal information, receipt of anonymous information and facial appearance concerns, all of which exhibit desirable psychometric properties in MMCS context. The empirical results provide support to the hypothesized model for pedicting intention to use 3G MMCS. The results show that the posited construct, Facilitating Conditions (FC), Perceived Interpersonal Privacy Concern (PIPC), Perceived Enjoyment (PE), Perceived Usefulness (PU), and Perceived Ease of Use (PEOU) have a significant influence on adoption intention but Social Influence (SI) does not. The empirical results also show that the causal model fits the data satisfactorily and confirm the ability of the integrated TAM with the added constructs to explain 59.1% percent of the variance in user intention to adopt 3G MMCS. The proposed model will serve as an useful tool to analyze multimedia communication consumer perceptions of various interpersonal privacy concerns. Theoretical and practical implications are offered.

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