Proposition d'une échelle de perception de la vie privée sur les smartphones

Eric Benedetto (), Jean‐pierre Tang‐taye () and Stéphane Bourliataux‐lajoinie ()
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Jean‐pierre Tang‐taye: IAE - Institut d'Administration des Entreprises - UR - Université de La Réunion
Stéphane Bourliataux‐lajoinie: Institut d'Administration des Entreprises (IAE) - Tours

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Abstract: Perception of privacy on smartphones: a proposed scale Abstract The smartphone takes such a place that it may be seen as an extension of the memory and social life of mobile users called " mobinautes " in France with over 40 million of customers. This interconnection between data exchange and privacy leads to a complex marketing challenge where the borders are not clearly measurable. By using a symbiotic approach the paper develops a measuring scale focused on privacy and highlights the need for a multidimensional view with innovation, utility, dependence and added value as additional constructs. Through a structural model data analysis using SPSS and AMOS the findings suggest some implications in marketing strategy likely to interest network mobile phone providers and further academic research.

Keywords: smartphone; privacy; added value; perceived usefulness; confide ntiality; MMI; structural equation; valeur ajoutée; utilité perçue; confidentialité; IHM; équation structurelle (search for similar items in EconPapers)
Date: 2016-01-21
New Economics Papers: this item is included in nep-mkt and nep-pay
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Published in International Marketing Trends Conference, Jan 2016, Venice, Italie

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