Adoption of location-based services (LBS) was for a long time below expectations, and most of the studies attribute it to privacy concerns of users. However, many new LBS applications are currently among the most downloaded application for smartphones, particularly entertainment applications. Therefore, this research aims to find out whether privacy concerns still matter to users and to explore the role of the privacy in the adoption of LBS entertaining applications. The adopted methodology is qualitative research and data are collected through interviews and additional information from the smartphones ofparticipants. Ten individuals among university students at Linnaeus University in Sweden are selected for this research, and this sample choice is per their experience with two selected LBS entertaining applications, Pokémon Go and Tinder. As a result, six themes have been recognized to answer the research questions. Low privacy concerns about location information, especially in entertainment applications with negligible effect on adoption have been identified. However, author of this research suggests, that developers of LBS entertaining applications should care for retaining their credibility because it can have an impact on the adoption of their LBS services.

Purpose The purpose of the study is to explain the perceived benefits and perceived privacy concerns of AI’s effects on willingness to disclose personal information to AI while explaining the moderating effect of perceived knowledge of AI.  Design/methodology/approach With the explanatory purpose in mind was firstly a deductive approach of research applied. The researchers further applied a quantitative approach of research in the form of a questionnaire. A total number of 193 responses of the questionnaire was validly collected. Furthermore, 10 hypotheses were conducted in order to investigate the relationships within research. Findings The findings are that perceived knowledge of AI does not have a positive moderating effect on any of the perceived benefits of AI nor perceived concerns of AI effectiveness on willingness to disclose personal information to AI. The findings also show that perceived privacy concerns of AI have a negative effect on willingness to disclose personal information to AI. Perceived personalization benefits, perceived health benefits and perceived financial benefits of AI have a positive effect on willingness to disclose personal information to AI.  Research contributions/limitations The research contributes to current research by highlighting the importance of context in regard to privacy calculus in order to improve on the model’s ability to explain variations. The research is limited by its data being skewed towards younger people and thus the study is representative of a younger Swedish sample.  Practical implications The research shows that it is important for both businesses and policy makers to take into consideration that individuals possess a higher perceived privacy concern of AI in comparison to the benefits when it comes to disclosing personal information to AI. Highlighting the importance of educating individuals in how AI actually function, as it is implied that the benefits are valued but it does not make individuals more willing to disclose personal information to AI.   Originality/value The originality of the study is that it makes use of the context of AI in relation to the privacy calculus, which has not been done before. Additionally, incorporating specific benefits as opposed to explaining the general perception of AI benefits, the study is able to explain more specifically how different benefits of AI affect individual’s willingness to disclose personal information to AI.

This dissertation explores applicant reactions to Internet-based selection procedures in order to advance theory and practice related to the use modern employee selection tools. Previous authors have explored this topic area (e.g., Harris et al., 2003). However, this dissertation goes beyond previous research by proposing and testing a model that incorporates the measurement of multiple constructs that are highly relevant to organizations when utilizing Internet-based selection procedures. Such constructs include privacy concerns, explanations, control, fairness perceptions, litigation intentions, organizational intentions, and test-taking motivation. Current organizational justice theory, previous findings from studies on applicant reactions to selection procedures, and research on Internet privacy concerns provided the foundation on which this research is based. This dissertation also pulls from theory in the legal, information sciences, and psychology literatures. A model of applicant reactions that included privacy concerns and multiple outcomes relevant to organizations was proposed. Hypotheses examining this model were tested via a high-fidelity laboratory study with student participants. One-third of the participants in this study were seeking jobs at the time of participation. Findings indicated that privacy concerns are an important predictor of both proximal (i.e., fairness perceptions) and distal (i.e., organizational intentions, test-taking motivation) applicant reaction outcomes. Results also demonstrated support for a mediating role of fairness perceptions in the relationships between privacy concerns and organizational intentions as well as between privacy concerns and test-taking motivation. Providing applicants with control and explanations were found to have no moderating effect on the relationship between privacy concerns and fairness perceptions. However, post-hoc analyses indicated that excuse explanations moderated the effect of privacy concerns on test-taking motivation. Theoretical implications of this dissertation include support for a one-factor model of organizational justice as well as a call for more integration of research from outside of industrial-organizational psychology. Additionally, areas for future research, including opportunities for improvement of study design involving timing of measures, are presented. Finally, implications for practice are discussed in regard to the possible impact of privacy concerns to large numbers of applicants participating in Internet-based selection processes, including a discussion on the importance of applicant privacy concerns to organizations and the use of multiple, inexpensive methods that may aid organizations in increasing fairness perceptions among applicants.

Purpose: The purpose of this paper is to investigate the impact that personalization as a phenomenon has on consumer purchase intention. Therefore, examining personalization as a phenomenon was performed through three different variables on which personalization has a significant influence. These variables are previous purchase experience, privacy concerns, and attitudes towards personalization.  Method: The primary data collection was developed through a quantitative research approach. Moreover, the survey was used as an instrument to collect the  data from individuals that have made online purchases at least one time in  the past 12 months.  Conclusion: To conclude, our findings show that previous purchase experience  and attitudes towards personalization positively impact consumer purchase intention. On the other hand, our findings show that privacy concerns have no significant correlations with consumer purchase intention and attitudes towards personalization, which means that privacy concerns don't have any impact on purchase intention and attitudes towards personalization.

Marketing is one of the industries most impacted by the rapid development of AI and its applications. This study, in particular, illuminates the significant field of content personalization, which is a highly successful marketing strategy. In a world where content personalization is increasingly implemented by e-commerce websites, movie platforms, music platforms, and even news websites, the practice of collecting personal information for content personalization has raised concerns among consumers, leading many to reject such practices. Individuals' beliefs and cultural characteristics play a significant role in their attitudes toward content personalization. Therefore, this study aims to explore the drivers that would lead someone to share their personal information for content personalization. However, rather than just examining this trade-off, the study seeks to gain a deeper understanding of the issue by exploring how these drivers are related to individual cultural characteristics. To explore consumers' opinions and the drivers that would motivate someone to share their personal information for content personalization, interviews were conducted with individuals from Northern Europe and Greece, who have different cultural characteristics. By examining the topic through personal experiences and perspectives, the study revealed that certain drivers are considered regardless of culture, while others are culturally specific, thus creating specific patterns for how individuals of different cultures think. This information can guide marketers, policymakers, and professionals in the field to align their practices with the diverse cultural characteristics of individuals.

The purpose of this study was to investigate the influence of affect on privacy concerns and privacy behaviors. A considerable amount of research in the information systems field argues that privacy concerns, usually conceptualized as an evaluation of privacy risks, influence privacy behaviors. However, recent theoretical work shows that affect, a pre-cognitive evaluation, has a significant effect on preferences and choices in risky situations. Affect is contrasted with cognitive issues in privacy decision making and the role of affective versus cognitive-consequentialist factors is reviewed in privacy context. A causal model was developed to address how affect influences privacy concerns and privacy behaviors. The model of privacy risk proposed in this model argues that affect (or “feelings”) influences privacy behaviors directly as well as thru privacy concerns. To test the model, subjects were recruited using Mechanical Turk and paid for their participation. Affect, the key construct in this research, was measured using a word association technique as well as methods developed in the implicit attitudes research. Well-known scales were used to measure privacy concerns and behavioral intentions. Data was collected from subjects using a pretested privacy scenario. Data analysis suggests that, in line with published IS research, privacy concerns affect privacy behaviors. Affect has no impact on privacy concerns nor on privacy behaviors at the traditional 5% level of significance, though it is significant at the 10% level of significance. Improving the instruments used to measure affect, use of a large sample size to detect small effect sizes and more control over the instrument administration instead of an online survey are suggested for future research.

During the 21st century, the use of digital services has exploded. Companies are getting better at collecting and using data for their own gain. The increased collection of data has contributed to increased privacy concerns among many. This paper examines how a person’s attitude and knowledge about data collection can affect their online behavior. To examine this, a questionnaire survey was conducted. The study's results indicate that there is a paradoxical behavior among the respondents, since most people have a negative view of data collection, but do not take measures to reflect this attitude. Furthermore, the result suggests that knowledge about data collection acts as the primary motivator for taking measures to protect their data.   Keywords: Data collection, online behaviour, privacy paradox, GDPR, attitude, knowledge, privacy concerns / Under 2000-talet har användningen av digitala tjänster exploderat. Företag blir bättre på att samla in och använda data för deras egen vinning. Den ökade datainsamlingen har bidragit till en ökad oro kring personlig data hos många. Denna uppsats undersöker hur internetanvändares attityd och kunskap kring datainsamling kan påverka deras online-beteende. För att undersöka detta utfördes en enkätundersökning. Studiens resultat indikerar att det finns ett paradoxalt beteende hos respondenterna då de flesta har en negativ syn till datainsamling men vidtar inte åtgärder för att spegla denna attityd. Vidare tyder resultatet på att kunskap kring datainsamling agerar som den primära motivatorn för att vidta åtgärder för att skydda deras data.   Nyckelord: Datainsamling, online-beteende, Privacy Paradox, GDPR, attityd, kunskap. integritets-oro

In accordance with the main aim of the study, a widely accessible, modifiable tool was created for parties interested in maintaining the national electricity supply network and parties interested in informing policy on plug-in vehicle adoption schemes and recharging behaviour control. The Parry Tool enables the user to incorporate present limits to plug-in vehicle recharging demand scheduling as imposed by the state of present technology (no third party mechanism for monitoring and control of recharging), present human travel behaviour needs and existing patterns in electricity usage; into the investigation of the impacts of recharging demand impacts and the design of mitigation measures for deflecting (parrying) worst case scenarios. The second aim of the project was to demonstrate the application of the Parry Tool. The multidisciplinary/interdisciplinary information gathered by the Parry Tool was used to produce national demand profiles for plug-in vehicle recharging demand, calculated using socioeconomic and travel behaviour-estimated population sizes for plug-in eligible vehicles and vehicle usage patterns, which were added to existing national electricity demand for a chosen test week – this was the first scenario subsequently tested. The information gathered by the Parry Tool was then used to inform the design of two demand management methods for plug-in vehicle recharging: Recharging Regimes and weekly recharging load-shifting – these were the second and third scenarios subsequently tested. Unmitigated simultaneous recharging demand in scenario 1 (all vehicles assumed to recharge at home upon arrival home every day) severely exacerbated peak demand, raising it by 20% above the highest peak in existing demand for the year 2009 over half an hour from 58,554 MW to 70,012 MW – a challenge to the generation sector. This increased the difference between daily demand minima and maxima and made the new total demand have sharper peaks – a challenge for grid regulators. Recharging Regimes in scenario 2 split the estimated national plug-in vehicle populations into groups of different sizes that started recharging at different times of the day, with the word ‘regime’ being applied because the spread of start times changed over the course of the test week from workdays to weekend. This avoided exacerbation of the peak and reduced the difference between daily demand minima and maxima by raising minima, providing a load-levelling service. Scenario 3 embellished the Recharging Regimes with workday-to-weekend recharging load-shifting that therefore took better advantage of the often overlooked weekly pattern in existing demand (demand being higher on workdays than weekends), by allowing partial recharging of a segment of the plug-in vehicle population. Limited consideration of the impact of changing vehicle energy usage (for which distance travelled was assumed to proxy in this study) showed that the more vehicles used their batteries during the day, the better the levelling effect offered by Recharging Regimes. Greater utilisation of battery capacity each day, however, can also be assumed to lessen the potential for workday-to-weekend load levelling, because load-shifting depends upon vehicles being able to partially recharge or defer recharging to later days and still meet their travel needs plus keep a reserve State Of Charge (SOC) for emergency and other unplanned travel. Whilst altering vehicle energy usage did not change the finding that unmitigated simultaneous recharging exacerbated existing peak demand, it was noted that when limited mileage variation was considered this sharpened the profile of total demand – the rise and fall of the new peak far steeper than that of the original peak in existing demand. The Parry Tool combines a series of integrated methods, several of which are new contributions to the field that use UK data archives but may potentially be adapted by researchers looking at energy issues in other nations. It presents a novel fossil-fuel based justification for targeting road transport – acknowledging energy use of fossil fuel as the originator of many global and local problems, the importance of non-energy use of petroleum products and subsequent conflicts of interest for use, and a fossil fuel dependency based well-to-wheel assessment for UK road transport for the two energy pathways: electricity and petroleum products. It presents a method for the recalculation and ranking of top energy use/users using national energy use statistics that better highlights the importance of the electricity industry. It also presents the first publicly documented method for the direct consultation and extraction of vehicle-focused statistics from the people-focused National Travel Survey database, including a travel behaviour and household income-based assessment of plug-in vehicle eligibility, used to scale up to national estimates for battery electric and plug-in electric hybrid vehicle (BEV and PHEV) national population sizes. The work presented here is meant to allow the reader to perceive the potential benefits of using several resources in combination. It details the Parry Tool, a framework for doing so, and where necessary provides methods for data analysis to suit. It should however be noted that methods were kept as simple as possible so as to be easily followed by non-specialists and researchers entering the field from other disciplines. Methods are also predominantly data-exploratory in nature: strong conclusions therefore should not be drawn. Rather, the work here should be seen as a guideline for future work that may more rigorously study these combined topics and the impacts they may have upon plug-in vehicle ownership, usage behaviour, impacts of recharging upon the national network and the design of mitigation measures to cope with this new demand.

Utvecklingen av tekniken sker i snabb takt vilket gör att människors vetskap om OBA inte alltid hänger med, inte heller lagar och regler som ska skydda deras integritet. Därför är det intressant att undersöka hur effektiv marknadsföringstypen OBA är beroende av konsumenternas medvetenhet om fenomenet. Syftet är att analysera hur hög, respektive låg medvetenhet hos konsumenter om online behavioral advertising påverkar deras köpintentioner, med fokus på Generation Ys uppfattningar. Denna studie visar på samband mellan lägre medvetenhet om OBA och högre köpintentioner. Lägre medvetenhet om denna typ av marknadsföring förknippas även med en högre oro kring integriteten. / The development of technology takes place at a rapid pace, which means that people's knowledge of OBA does not always keep up, nor laws and regulations that supposed to protect their privacy. Therefore, it is interesting to investigate how effective online behavioral advertising is as a marketing strategy, based on consumers’ awareness of the phenomenon. The purpose is to analyze how a high and a low level of consumers’ awareness about OBA affects their purchase intentions, focusing on Generation Y’s perceptions.This paper reveals a connection between lower awareness of OBA and higher purchase intentions. Even a higher concern about integrity in the context is associated with lower awareness about this type of marketing.

Les risques perçus associés aux achats en ligne ont un effet critique sur la prise de décision du consommateur. En outre, étant donnée la mondialisation rapide des achats en ligne, une compréhension des raisons pour lesquelles les risques perçus varient en fonction de différentes cultures dans les achats en ligne est pertinente. La question de recherche qui motive cette étude est la suivante: « Quelles sont les différences significatives dans les effets de plusieurs déterminants des risques perçus dans les achats de vêtements en ligne en fonction des différences culturelles entre la Chine et la France ? » Un modèle d'équations structurelles est développé sur les relations hypothétiques entre les construits de l'étude. La recherche a apporté quelques résultats. Tout d'abord, nous avons constaté que les répondants chinois et français perçoivent de faibles niveaux de risques non-personnels et personnels dans leurs achats de vêtements sur Internet, mais les répondants chinois perçoivent un niveau plus élevé de risques non-personnels et personnels que les français. Le deuxième résultat principal est que le rôle des déterminants des risques perçus (la préoccupation des informations personnelles, la protection de la sécurité et la réputation des vendeurs en ligne) sur les risques perçus dans les achats en ligne varient selon les cultures. La réputation du site Web est plus valorisée dans les cultures collectivistes (Chine), tandis que la préoccupation des informations personnelles et la protection de la sécurité sont plus valorisées dans les cultures individualistes (France). Enfin, à la fois pour l'échantillon chinois et français, les risques perçus non-personnels ont un effet significatif sur l'intention à racheter. D'autre part, en ce qui concerne l'effet des risques perçus personnels, nous avons constaté qu'il y avait un effet négatif des risques perçus personnels sur les consommateurs chinois. / The perceived risks associated with online shopping have a critical effect on consumer decision making. In addition, cultural values provide a good theoretical basis for understanding perceived risk. Given the rapid globalization of online shopping, an understanding of the reasons why perceived risk vary in different cultures regarding online shopping should be crucial. The research question furnishing the main impetus for this study is: What are the significant differences in the effect of several determinants of perceived risk of online clothing shopping depending on cultural differences between China and France? Structural equation models with the maximum likelihood estimation method are employed to test all the hypothesized relationships. The research puts forth some findings. First, it is interesting to note that both the Chinese and French respondents perceive low levels of non-personal and personal risk regarding their online clothing purchases, but the Chinese respondents perceive higher non-personal risk than the French respondents and higher personal risk than the French respondents. The second key finding is that privacy concerns, security protection, and reputation have different effects on both consumer perception of non-personal risk and personal risk depending on cultural differences. Reputation is more valued in collectivist cultures (China), while privacy concerns and security protection are more valued in individualist cultures (France). Additionally, for both the Chinese and French samples, non-personal perceived risk significantly effects intention to repurchase. We found personal perceived risk has a significant effect only on Chinese consumer intention to repurchase.